Markendehnung mittels Produktlinienerweiterung

Product line extension as an instrument of brand expansion is used by many companies as a strategic growth option to extend strong brands with functional products. But what opportunities arise from this and what risks must be minimized? Which brands are suitable for product line extension at all? The author provides an introductory overview of the basics of brand extension by means of product line extension. Taking into account the market for functional food, opportunities and risks as well as success factors for a product line extension are analyzed with regard to these special foods in the dairy sector. In addition to methods for evaluating and analyzing the transfer potential of a brand, ways of measuring the success of a product line extension are also presented. On the basis of a practical example from the field of.