Brands and Brand Extensions-

Reflect on the following debate, state your own position, and then engage in a learning conversation with your colleagues.

The Debate:

Some critics vigorously denounce the practice of brand extensions (whether they are related to product line or category extensions) as they believe that by employing such a strategy organizations can lose focus and consumers can become confused. Other experts maintain that brand extensions are a natural growth strategy and source of revenue for the organization.

Consider both positions, outline the key arguments in favour of each, and then take a position in support of one view:

"Brand extensions can endanger brands" versus "brand extensions are an important brand growth strategy"

Defend your response with contemporary examples at the national level and provide at least two original contemporary references drawn reputable reference sources in support of your position.