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B2B by Wilson Chew, Jacky Tai

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CHAPTER 17

Rule No. 10 – Know When To Launch A Second Brand

 

 

 

 

 

 

ONE of the biggest mistakes that a company can make is to think that its brand can stand for everything under the sun. But that is what many business executives think the moment their company becomes successful. Success naturally breeds confidence. And because they have made it in one category, many business executives think they can use their brand name in other categories. Very often, they forget what made them successful in the first place and start to line extend their brands into other products or services.

The typical argument that management puts forward is that the brand is already well known, therefore it will be easier and less costly to launch a new product ...

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