Brand Strategy: An Extension Too Far?

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Brand Extensions and How To Grow Your Brand The remit of a brand manager is to grow the brand strategically and successfully and for the long-term. Unfortunately, it seems that many dismiss the latter. In my brand training I go into detail about how to grow a brand and this includes brand extensions. There is a right way and a wrong way to extend your brand. If you have a recognisable and consistent core to your brand you are afforded the option of extending the brand – but never at the expense of the core. What do I mean about the core of the brand? Let’s take an example we are all familiar with – Kit Kat. Ask any number …