Nakisa Araghi - Science and Research Branch, Islamic Azad University, Tehran, Iran Ph.D. student of business management, MarketingCorresponding author: Nakisa Araghi

Purpose: The present research could determine that new product image has a kind of impacton original brand image which can be in the form of tarnishment or blurring.Design- Method- Approach: Brand dilution researches use quantitative and qualitativemethod. This study by using quantitative method in monetary and financial service sector wasdone. To analyze the collected data from corporate customers of Pasargad bank, first EFAanalysis for questionnaire was done and then by paired sample t test between collected databefore and after brand extension, comparison were carried out.Findings: Scrutiny the result of this study indicated that brand extension can dilute brandimage dimension but totally has no effect on original brand image. Thus brand dilution can havehidden side.Limitation- Implications: Due to small sample size, less likely to generalize the results toother studies in the field there. When there is hidden aspect in brand dilution, during the time,tarnish or blur overall brand image is possible by tarnish or blur any dimension of brand image.Originality- Research value: The study by expansion of existing concepts in the field ofbrand dilution to the sphere of financial service helps to develop the theoretical foundations ofthe field. Also identification of factors affecting brand dilution in the service sector, distinguishwith other concepts in this area.

Brand extension, Brand dilution, Tarnishment, Blurring, Brand Image. Type: Research paper