BRAND SUSTAINABILTY:
Most brands start from a single product but continue to grow from multiple products. For example Nike started with joggers but now it has a large product portfolio. Some brands remain attached to a single product category, are subject to product life cycle. For example Xerox became so familiar with its product category that it died. However, brands do not follow the product life cycle and can last forever if managed properly. The added value gives the brands immortality. A brand becomes an augmented product with the intangible assets attached to it. This allows the brand to charge a premium price. The objective is to remain competitive and generate extra funds for reinvesting into brands. Many brands which were leaders from the past are no longer point of reference for example Thermos. Coke has retained its leadership by focusing on i) availability ii) affordability iii) awareness.
BRAND EXTENSIONS:
Brand extensions have become the hottest new topic in brand management. Once created a brand must evolve over time. Often there is a need to change the brand strategy. The brand can change in two ways by either repositioning the brand or through brand extensions. A brand as an asset must grow to continue delivering profits to the company. Line extension is extending the brand to new variants in the same product category. For example Lux has different variants. Whereas brand extension is about entering unknown markets with new products. A company can take advantage by leveraging the name of a strong brand to a new product in a new category. It assumes that the strength of brand equity is transferrable and relevant to the new category and it will help in giving the company long term sustainability. Some of the biggest brands do not stretch outside their product category like Coke. However, every brand must choose its own boundaries. Some brands are more stretchable than others, Coke is very inelastic which does not prevent it from being one of the most powerful and valuable brands of the world. Consumers accept brands moving into areas adjacent to the current offer more easily than those moving into a much diversified markets hence extensions are less risky than stretch.
品牌的可持续性：
大多数品牌开始从一个单一的产品，而是继续从多个产品的成长。例如耐克开始慢跑，但现在它有一个大的产品组合。一些品牌仍然是连接到一个单一的产品类别，受产品生命周期。例如施乐成为其产品类别，它死了那么熟悉。然而，品牌不遵循产品生命周期可以永恒，如果管理得当。附加值赋予品牌不朽。一个品牌成为增强产品附带的无形资产。这使得品牌收取保费价格。其目的是为了保持竞争力和产生额外的资金投资到品牌。许多品牌，从过去的领导人不再参考点，例如热水瓶。可口可乐公司一直专注于我保留它的领导）的可用性II）的承受能力III）意识。
品牌延伸：
品牌延伸已经成为品牌管理最热门的新课题。一旦创建了一个品牌必须随着时间的推移。经常有必要改变品牌战略。品牌可以通过重新定位的品牌或品牌延伸变化的两种方式。品牌作为一种资产必须继续提供利润的公司。品牌延伸是品牌延伸到新的变种，在同一类别的产品。例如力士有不同的变体。而品牌延伸是进入未知市场的新产品。一个公司可以利用在一个新的类别的一个新产品的强大的品牌名称。它假定品牌权益的强度是可移动和新范畴的相关，它将有助于使公司的长期可持续性。一些最大的品牌不伸出他们的产品类别，如可口可乐。然而，每一个品牌必须选择自己的界限。有些品牌是比其他人更伸展，可口可乐是非常缺乏弹性，并不妨碍它作为世界上最强大和最有价值的品牌。消费者接受品牌移动到相邻的电流提供比进入一个更多元化的市场因此扩展更容易比拉伸风险较低的地区。
