A FRAMEWORK FOR

Many prominent brands wane at the end of their brand life cycle. This research report analysed this phenomenon and whether an upscale line extension could assist to revitalise a stale brand. Research in beverages found that a line extension allows an established brand to venture into new territories with less risk than repositioning itself altogether. The line extension is akin to a tugboat that steers a ship in a desired direction. The research revealed some reciprocation where a line extension adds brand differentiation. Findings included four possible functions for a line extension. In addition, some parameters in crafting a line extension were firstly, the core brand remained the driver; secondly, brand-fit in the market opportunity, the functional and emotional benefits and lastly, entry entrant launch timing is optimal. Finally a conceptual framework is presented to develop line extension incorporating the portfolio strategy, core brand and line extension execution