Part One: Impact of Brand Extensions on Brand EquityIn today's competitive market, having a strong brand name is essential . When a company develops a strong brand for a certain product category, it begins to think about brand extensions, which will help it capture new and unexplored market segments. According to Kotler (2003), a brand extension occurs when a company uses its well-established primary brand to introduce new products in a similar or different product category. In other words, the parent brand gives birth to an extension brand or a sub-brand. According to Mitchell et al. (2013), there are two broad categories of brand extension strategies. The first is a vertical brand extension strategy which is used to introduce a new product or service with a different quality or price, but in the same category as the main brand. The second is a horizontal brand extension strategy which is used to introduce a new product or service in a product category similar to the main brand or completely different. Consumers tend to be more receptive to a newly expanded professional product....