Chapter 15
If You Brand It, They Will Come

In This Chapter

• Understanding brand extension
• Determining whether you’re ready to extend your brand
• Extending your brand through teaching
• Considering the risks of brand extension
Brand extension is normally associated with big-name companies, which use their reputations in the marketplace to launch new products or services. However, people with well-established personal brands can do the same thing.
In this chapter, we explain brand extension, examine how it works in the marketplace, and point out how you can use the same concepts to extend your personal brand. In addition, we provide examples of how other people and companies have successfully used brand extensions.

What Is Brand Extension? ...

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