Wisdom in a nutshell the 22 Immutable Laws Of Branding How to Build a product or Service into a World-Class Brand

10.  The Law of Extensions 

 

The easiest way to destroy a brand is to put its name on everything. 

 

The beer industry tends to line-extend like there is no tomorrow. There’s a 

Budweiser, Bud Lite, Bud Dry, Bud Ice, Miller Lite, Miller Draft Light, Miller 

Genuine Draft, Miller Reserve Amber Ale, Coors, Coors Light, Coors Extra 

Gold… 

 

A big powerful brand should have a market share of 50 percent. Big line-

extended brands like Budweiser, Marlboro and IBM have only 30 percent or less 

of their respective market shares. 

 

If the market is slipping away from you, stay where you are and launch a second 

brand. If it’s not, stay where you are and continue building your brand.