Brand Extension

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 Brand extension or brand stretching is a strategy in which firm uses an existing brand name is used to introduce a product in a different product category.
Advantages
1. Facilitate new product introduction-
2.  Less advertising.
3. Enhance consumer perception.
4. More product variety.
5. Spreads risk.

Limitations
1. Resources divided-.
2. Dilute image-.  
3.  Confuse positioning.

 

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