A brand is like a rubber band. If you don't stretch it, you are not maximising its potential. If you over stretch it, it will snap. So, how much should you stretch it?
Brand extension is a commonly deployed strategy for growth by expanding brand potential. It is about extending the same brand name into an adjacent or new category. Having invested in creating a brand, it is a logical step for a company to leverage the brand equity by expanding its portfolio.
A brand is like a rubber band. If you don’t stretch it, you are not maximising its potential. If you over stretch it, it will snap. So, how much should you stretch it?