A FRAMEWORK FOR

Abstract

Many prominent brands wane at the end of their brand life cycle. This research report analysed this phenomenon and whether an upscale line extension could assist to revitalise a stale brand. Research in beverages found that a line extension allows an established brand to venture into new territories with less risk than repositioning itself altogether. The line extension is akin to a tugboat that steers a ship in a desired direction. The research revealed some reciprocation where a line extension adds brand differentiation. Findings included four possible functions for a line extension. In addition, some parameters in crafting a line extension were firstly, the core brand remained the driver; secondly, brand-fit in the market opportunity, the functional and emotional benefits and lastly, entry entrant launch timing is optimal. Finally a conceptual framework is presented to develop line extension incorporating the portfolio strategy, core brand and line extension execution