The document discusses brand extensions, which is when an established brand name is used to introduce a new product. There are advantages to using brand extensions such as facilitating new product acceptance and reducing risks and costs associated with introducing a new product. However, there are also disadvantages like potentially confusing consumers or failing and hurting the parent brand image. For a brand extension to be successful, it must create similarities and differences compared to the parent brand and category to appeal to consumers. The marketing program for a brand extension must also leverage the parent brand's equity while enhancing the new product.

1. BRAND EXTENSIONS 12.

5. Ansoff’s Growth Share Matrix 12. Current Products New Products Current Markets Market penetration strategy Product development strategy New Markets Market development strategy Diversification strategy