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Extending and Stretching: 12 Things to Consider When Expanding your Beverage Brand's Line-up.

16/08/2014

In this article BTN helps you answer questions about points to be considered on how to successfully expand your brand's line-up.

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Whether it is your distillery's new BBQ sauce, your brewery's new citrus flavor or your winery's new premium offering, deciding to add new products to your brand line up takes careful preparation.

Even though there are many reasons why extending your brand can be advantageous, it's important not to dilute or damage your parent brand's recognition in the process.

One of the recognized strengths of brand extensions and stretches is that, generally, no outside recruitment is needed - they are entirely possible to execute with your existing marketing and management team. First, start by asking yourself the right questions:

What are the strengths of the parent brand?

Why will our brand's offering be better than the competition's?

What consumer recognition can we truly leverage and should we be considering a new SKU?

Finding answers to these questions determines your brand's potential extendable equity – In this article BTN helps you answer them and takes a look at how to successfully expand your brand's line-up.

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