Line extension also called brand extension is a multi-product branding strategy whereby a firm markets one or more new products under an already established and well-known brand name. The objective is to serve different market segments while taking advantage of the widespread recognition of the original brand.
So does “Mr. Wettin’ after Wettin” have permission to take his brand into the political field and in particular the St Joseph market? Anil did it. Or did he? Did Anil win or did Kamlamania win or did PP win by default?
How does the St Joseph market (voters) compare with the Crime Watch audience and especially his loyal ones? If the two are similar, Mr. Alleyne’s brand extension may work. If we assume that his Crime Watch followers come from the lower social economic and education segments of the population, are there enough of them in St Joseph to add to the die-hard UNC loyalists to bring him first to the finish line.
Or will ILP split the vote, leaving the Baliser boys partying on November 4th?
Positioning guru Ries tells us, “The best way to keep brands healthy is limiting exposure to line extension as much as possible. A little won’t kill you, but too much and you can easily overdose and die.”
