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Actual and desired Consumer Knowledge Position the product as authentic, high quality light beer but for a
about Brand different target; breadth of use will increase
Identify possible extension candidates Light beer constitutes 50.4% volume of sales; 21-34 age group
mostly untapped
Breadth of Product will be captured by introducing Light beer for
youngsters
Evaluate the potential of extension Leverage upon brand history, authenticity and high quality
candidate Line extension of strong brands are more successful than
extension of weak brands
Marketing campaign to maximise the For light beer, company will use lifestyle TV advertisements
likelihood of success
Evaluate extension success and effects on Due to common brand elements, parent brand associations will
parent brand equity be transferred hence brand equity will remain high