International Journal of Humanities and Social Science Vol. 4 No. 2 [Special Issue – January 2014] 236 The Impact of Brand Extension on Parent Brand Image Assoc Prof, Mr. Abdul Hameed Head of the department Management Sciences The Islamia Universty Bhawalpure (Bhawalnagar Campus) Pakistan Shehzada Muhammad Saleem Muhammad Rashid Raheel Aslam (Research Scholars) Management Sciences Department The Islamia Universty Bhawalpure (Bhawalnagar Campus) Pakistan Abstract The purpose of the study is to investigate relationship of Brand extension, Brand awareness, Brand familiarity, customer attitude on parent image. A 5 point Likert scale questionnaire, consisting of 25 items, divided into five parts parts was designed. Different cities of Pakistan were selected on random sampling basis. A total 200 questionnaires were circulated, and the response rate was 100 %. The findings of the study shows that variables brand extension, brand awareness, brand familiarity; customer attitude are contribute to develop parent image after extension. Design/Methodology A questionnaire was used in order to collect data on the factors which affect parent brand image. of different cities of Punjab like Bahawalpur, Bahawalnagar and Chishtian. The data collected were analyzed through descriptive statistics and correlation and regression, ANOVA. The study covered 200 participants of different cities of Punjab. Findings From correlation result that all the variables have strong positive correlation which means that these variables have strong positive co relation. The descriptive statistics result shows that respondents are agree with our variables statements. And regression analysis shows significant results which means alternative hypothesis are accepted. Research Limitations/implications The major limitation of this study is that it covers the customers of few cities only. There is another limitation of this study that there are other variables about parent brand image that not included due to shortage of time. Moreover this type of research is done in developed countries only. Apart from these limitations it is thought that this research will provide insights for managers to. Key Words: Brand extension, Brand awareness, Brand familiarity, Customer attitude, Parent image 1 Introduction The increasingly competitive global market forces are companies focusing to separate themselves from their competitors in order to survive and take advantage of growth and opportunities. One way to differentiate themselves from competitors is the creation of strong brands and try to increase the profitability reduce their marketing costs (Keller, 1993). The importance of brands is not only measured in terms of competitive advantage it is a future opportunities that available in markets (Srivastava and Shocker 1991).