Brands

Def
It is a name ,sign,symbol or design or a
combination of these that identifies the maker
or a seller of a product or a service.,

Brand extension is all about the existing brand

s. As the terminology suggests, we
do something
with the existing names for the new offerings

Brand extension, therefore, is the study and

practice of deciding

1. What to do
in situations that evolve with changing needs?
Examples could be cited of

soups coming into different flavors, biscuits in

different tastes and packs, and detergents

in powder and liquid forms.

2. What to do
in situations that offer an opportunity to enter
a new market altogether?

Examples could be furnished about manufactu

rers of juices getting into milk and yogurt,

tea getting into soups, chocolate getting into i

ce cream, and cameras into photocopying

machines etc.

Leveraging

The opportunity of using the same brand name for vari

ants or altogether new products takes us

into the domain of leveraging adding value to the com

pany by capitalizing on the brand as an

asset. Temptation to do so
is always huge. We keep the same brand name
so that customers can

develop an immediate familiarity with the new introdu

ctions variants or new products. And

that is what leveraging is all about!