Some companies can get away with having an enormous umbrella of products and brands, such as P&G. Others however fail miserably in the process of trying.
When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring a well-known brand is such a mismatch the reaction is more like What were they thinking?
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