Imagine you are the CEO of a Fortune 500 consumer products company. Things are going well, very well, for you: your recent product launch was a smash, investors are enamored, and Wall Street is singing your praises.
But you know you cannot rest on your laurels forever. Your company needs to gear up for the coming product launch, and you need to decide on your next—as the marketing world calls it—brand extension.
Read more: That Brand Sells What? via Kellogg Insights.