Pick a branded offering such as Southwest Airlines. Come up with 10 products or services that are alternative extension options. Include some that would be a stretch. Then evaluate each using these criteria:

Is the Product Market Attractive?
Is the Core Business Successful?
Can the Core Business Be Transferred to the New Product Market? How Much of a Stretch Is It?

Lysol brand products: hand soap, dish soap, dish detergent, air spray disinfectant, surface spay disinfectant, surface wipe, shower cleaner, toilet cleaner, floor mop, home air filters, commercial cleaning and disinfecting supplies (for hotels, schools, stores).