Brand Extension and Organizational Sustainability of Nigeria Breweries Plc. Enugu State

The study evaluates brand extension as a veritable tool for organizational sustainability. Cannibalism of sales will have greater probability to increase organizations risks when extensions are inconsistent with the brand image or that fall with regard to negative effects can occur when the extensions similarity to the corporate brand is extremely small. The populations of the management of Nigeria Breweries staff are known (142). The study used simple random sampling to ensure representatives of the sample. The researcher used questionnaire in gathering information from the respondents. In testing the operation hypothesis, Pearson Correlation was used for hypothesis one, while hypotheses two and three were tested using simple linear regression respectively. The study observed that there is significant relationship between horizontal brand extension and organizational sustainability; horizontal and vertical brand extensions have significant effects on the organizational sustainability and the vertical brand extension has significant effect on the organizational sustainability. The study recommends that firms should provide more money on brand extension programme and the staff should be trained on the way to implement brand extension strategies.