Authors
Kirill Burdey
YES! 1/01
Branding
| Kirill Burdey Oleg Dembo |
| Line extension: strategy of success or a way to nowhere? |
| Line extension - the release of different types of goods under one brand is a well-spread practice not only in Russia but also in the world. This strategy has a lot of obvious advantages and not obvious disadvantages. The authors analyze the strategy of the following brands: Valio, "My family", "Nuri princess (Candy, Gita, Java)" and the reasons for the success of line extension strategy. But on the whole the researchers recommend to reduce line extension to minimum.
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