Walk a Brand Extension Through Fit
Evaluate a proposed brand extension through fit, permission, and equity risk.
Extension pressure A premium running-shoe brand is considering sleep supplements. The market is attractive, but the parent brand is known for performance footwear, not ingestible wellness. The question is not only whether the category is big. It is whether the brand has permission to stretch there. Fit before TAM Extension fit gate Use three gates: strategic fit, customer permission, and parent-equity risk. Passing one gate does not mean the extension is safe. Shortcut Big market plus famous logo Choose launch, partner, endorse, sub-brand, or stop. Extensions borrow equity only when the parent association is relevant and credible. 01 Fit 02…
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