Answer: Brand extensions let a marketer take a brand with well-known quality perceptions and associations and put it on a brand in a new category. Not only can marketers capitalize on brand awareness, ...

Coca Cola led to Diet Coke and Cherry Coke. Pepsi led to Pepsi Max and Wild Cherry Pepsi. But what about Cheetos flavored lipbalm? There are a number of ways firms can expand their product lines and ...

Answer: There are a number of instances in which a brand extension has hurt the image of the brand concept. This is particularly true if the brand extension involves some kind of disaster of negative ...

When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring ...

As much as I'd like to play the wish-I'd-thought-of-that game I like the what-the-heck-were-they-thinking game. You know what I mean. Ever sit in front of a television (or any media vehicle for that ...

Worldpanel by Numerator says FMCG firms must leverage brand equity to expand into high-growth categories and win new ...