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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 42. Beware of the allure of brand extensions

The secret to building a great brand is consistency and focus. However, this can be terribly difficult to do. As soon as a brand does well, companies like to take the brand and extend the name to many other products. In theory, it is understandable. Why spend significant dollars building a new brand when there is a perfectly fabulous brand sitting there and waiting to be leveraged? By extending the brand, consistency and focus are typically lost. However, what is the long-term cost of slowly deteriorating a brand versus the immediate savings from not having to create a completely new brand? Is it better in the long run to build a new brand from scratch or develop a brand extension?

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