Through band-aid’s continuous commitment to quality and constant product innovations, band-aid has been able to increase the perceived consumer value of the band-aid brand. When band-aid decided to expand into ointments, gauze, tape and antibiotic treatments which the company engaged in brand extension. Band-aid introduced First Aid to Go! in response to travelers needs for smaller carry-on items. This newline of products added to the breadth of band-aid’s product mix.
