Issues to consider when stretching your brand

This Knowlegde Point article suggests that there are many issues to consider when contemplating stretching your brand into new variants.

Issues to consider when stretching your brand

It is common for brands to stretch into new categories. However, identifying the most appropriate categories can be a complex area. The issue at the heart of the matter is the double ended question: Will the brand benefit the parent, and can the parent benefit the variant?

Strong business basics is one key requirement; can the product be produced and distributed in a cost-effective means? Economies of scale are difficult to achieve, particularly when relatively small variants are being considered. For example, one brand saw an opportunity to produce razors, a completely new...

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