Brand extension is one of the most used and successful expansion strategy that brands have used and can use to gain advantages in the market. This project focuses mainly on two brands- Cadbury and Kellogg’s- and their brand extensions. Consumers’ viewpoints about the two brand and their extensions were gathered and analysed. The main objective of this research was to understand whether parent brand consumption, parent brand visibility and awareness of brand extensions had an impact on the performance of brand extensions and the purchase decision of brand extensions by consumer.