brand extension
TRANSCRIPT
Extend and grow stronger with the extension of brand
• Take line extensions
it make sense when
-new additions to the family serve to strengthen the managing of the brand, adding mass and definition to what ever it is that makes it different.
-they can work remarkably well in the short term.
It makes less sense when
-when they are driven by a desire for short term profits without regard to focus.
** when a company faces additional pressure from stockholder expectations, political infighting, unexpected competition, or changes in management, there’s temptation to extend the product line for short-term relief, even at the expense of its market position.