Prof. Chaitali Chandarana Leveraging the brand Prof. Chaitali Chandarana

Meaning Leveraging means broadening a company's product range by introducing additional forms or types of products under a brand name which is already successful in another category.

I. Line extension A line extension is a new version of the product within the same product-class. New flavors, new packaging options, or new sizes are all line extensions.

II. Stretching the brand vertically Stretching brand either upwards to a premium segment or downwards to lower cost is only possible, when the brand is settled with atleast one direction. Moving the brand Up: Ponds was into lower and medium price range product, In last few years, have moved to premium segment with different types of lotions like Anti ageing. Moving Brand Down: Titan has got a Fastrack watches with the original Titan watches for youth.

III. Brand Extension in different product class Extending brand with different product class with complete different business unit Godrej with Security, food and furniture Division. Creating a Range Brand: A range brand creates an identity that works across product classes. The main intention is to move towards developing the ultimate identity of a brand and including those products which are compatible to its vision. Example: Sony with rechargable cell and their own products.

B) Ad-Hoc Brand Extension: Pepsi Blue Ad during matches. Olympics special travel packages by Hotels and Airline customised for people specially visiting Olympics for a specific duration.

Co-Branding Co-branding is the practice of using multiple brand names together on a single product or service.

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