Companies have different ways to flourish. Some build brands and some expand the existing. Establishing a new brand has always been very pricey option. Therefore brand expansion is the best way to reap in the brand’s growth probable. In the process of brand expansion, the reputation and plausibility of already running and successful brand are used to knock new product and service lines or sub-brands in existing market.
Expansion requires a strategy which can last for several years if handled with equal competence. The keen surveillance helps to keep a check on quality of brand expansion and pros and cons along with KRAs of pointless discussions. Observations also include the impact of starting new product in the market, offerings to the end user and to eye whether that sub category is sensible enough to closed the existing marketing gap. Then only, the expansion is going to be a success story.