Brand extensions are are certainly less expensive than building a new brand from the scratch. If a brand has strong equity and an established customer franchise, the extensions may even have a ready-made market.  The problem arises when companies stretch brands in ways and directions that don’t make sense.
When Nike went from shoes to apparel [...]

Recently several brands have redesigned their “look”. Updating visual elements of a brand is often an attempt to keep the brand relevant and contemporary.  Among the brands that have undergone recent renovations are Pepsi and Xerox.
At Pepsi the brand update comes with a $1.2 billion price tag over the next 3 years.  According to Chairman-CEO [...]