brand extention

Brands are like people in the sense that they can be related to each other.  And like people, those associations can open doors or become a burden. I feel like this latter point if often missed when organizations consider rolling out a new product as a brand extension.

I recently put together a strategy presentation for a client to explore this topic using Coors Brewing Company as my example. I thought it might be of interest to those considering extending their brand.

Let me begin by explaining the concept of a brand extension.  It is essentially just adding...