Brand Extension

Strong trademarks mean a combination of positive product attributes – mainly reliability and quality. Branding decisions for a new product category have to consider the appropriateness of the fit between the product and the trademark, in terms of association, attribute and connotation. And here, the government is free to put companies under a scanner to determine if their umbrella branding strategy is transparent and genuine. However, brand extension across products should be permitted, except when the purpose clearly is to encourage consumption of a product whose promos are prohibited by law.