7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World

John Parham, director of the brand extension agency Parham Santana, believes that all successful brand extensions rest on three pillars: fit, leverage, and opportunity. The extension must (1) make sense in relation to the parent brand in the consumers' minds, (2) have a competitive advantage in whatever category it enters, and (3) be able to…

7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World

7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World

7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World

7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World

7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World

7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World

7 Hit or Miss? The Best and Worst Brand Extensions – Brand New World