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Difference Between [ Brand Extension Vs Product line extension ] I Product Line and Brand Extension

 Brand Extension Vs Line Extension I Product Line and Brand Extension 


Cover Image of Difference Between [ Brand Extension Vs Product line extension ] I Product Line and Brand Extension
Cover Image of Difference Between [ Brand Extension Vs Product line extension ] I Product Line and Brand Extension 


In this post we are going to check out

product line and brand extension grid so

let us check out the grid there are four

possibilities in the grid based on the

product category and brand in the grid

new and existing has been taken into

account so 


the first possibility is line

extension where in existing product

category comes with the existing brand


now the second possibility is brand

extension we're in a new product

category and existing brand is used the



third one is an additional brand with a

new brand in the existing category while

diversification is all about new product

category as well as new brands now let

us try to understand the difference in

line extension and brand extension when

an existing brand is extended to


introduce additional items in the same

product category then it is known as

line extension for example

luxe launched to fruit extract soaps

like Lux strawberry and cream and luxe

peach and cream under the line extension

in this case the brand name remains the

same but a new flavor package size or a

different form can be introduced by the


company now under the brand extension

the same brand name is used in a new

product category in 1995 HUL launched

dove brand in the premium personal wall

subcategory in India now the brand has

been extended to shampoos conditioners

and hair oil in the existing product


category and additional brand may also

be introduced and that becomes a part of

multi brand strategy by many FMCG

companies the company may also go for a

new brand in a new product category it.



becomes a part of the company's

diversification a strategy ITC the

leading FMCG company in India

to the business of cigarettes now it has

expanded into food products life is

style retailing personal products other

bathies safety matches and a stationary

with various brands under its belt now

in the food category it has got a

ready-to-eat products under the brand

kitchens of India staples like Atta salt

spices and instant mixers under the

brand of Shiro of snack food like


biscuits under brand Sun fist potato

chips and finger snacks under the brand

name bingo and confectionery under the

brand mint oh and candy man in the case

of lifestyle retailing it markets the

apparels under Wills Lifestyle John

players and miss players ITC is also

into the business of paper boats and


packaging and agribusiness besides

hotels under the brand of ITC welcome

group and Information Technology under

ITC Infotech so ITC is quite diversified

now let us recap in this video we

discussed the product line and brand

extension grid under the grid which adds

out four possibilities line extension


brand extension additional brand and

diversification a marketer always faces

a dilemma as to opt for brand extension

or not and the decision is not so e you

need to be very very careful thank you

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