Line extension is the practice of using the name of an established brand name for a new product in the same category. Line extensions are standard practice across industries, be it FMCG (clinic, clinic plus), automobiles (Zen LX, Zen VX) or food products (Kraft foods). Actually, it is not even obvious how much this pervades us. The next time you visit a supermarket, take any one brand (Say close-up or Colgate) and see how many SKUs (Stock Keeping Units such…    Read More >>

What happens when a brand advertises? In most cases, the sales, awareness of the product and the urge to buy increases. Yes, we all know that. We also know that product development and advertising are very costly procedures. But an even costlier (and somewhat rare) procedure is that of a Product Recall. It’s costly not only because it involves notification to the public, repackaging and loss in production/manufacturing time but also because it destroys reputation that was built over years…    Read More >>