|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.