Customers may also believe that the extension credibly delivers on its benefits because the brand is already known for credibly providing those benefits. By having several offerings associated with ...

The most common brand stretches include line extensions within the same category. Coke's recent launch of Black Cherry Vanilla Coke and Diet Black Cherry Vanilla Coke are good examples. A riskier form ...

The iced tea company Arizona, for example, should probably have stuck to its delicious beverages instead of dabbling in the dip market. Parham Santana, a brand extension consultancy, took a poll ...