As a consumer, you benefited from the extension of a product line. Now put yourself in the shoes of the manufacturer who is battling performance targets from Wall Street on a quarterly basis as well as competition from competing brands. Do you risk cannibalization of your brand by simply reacting to the moves of competitors? At what point of the product life cycle do you extend the product?

Respond to the following:

Consider the statements “Brand extensions can endanger brands” and “Brand extensions are an important brand growth strategy.” Take a stand and justify one statement, supporting it with examples