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Find ?brand extension? in your Kotler text and make certain you
understand the definition.
Brand extensions fall into two categories: line extension and
category extension. Be sure to understand the difference.
Reading this section in your text will be extremely helpful to
you!;Give careful thought to your selection. Remember that the
proposal is for a new product for a new market.
Extend the brand name into a new product offering. In other
words, offer a ?new to the company? product. Companies may
do this by buying an existing product or by importing a new
product and putting their own name on it or by developing their
own new product to compete in the market.;Be sure to follow
the Brand Extension Marketing Plan directions contained in the
guide located in Doc Sharing. It is important to address each and
every question/segment in the rubric in order to receive
maximum points. Remember that a fully-executed marketing
plan contains a significant amount of detail! You can also find a
good Sample Marketing Plan (Pegasus Sports International) in
Chapter 2 of your Kotler text.;Be sure to thoroughly address
each of the following questions in your Unit 1 Marketing Plan
submission.;?
What is the brand name of your for-profit
business/organization?? What is the new product, not currently
in existence, that will generate revenue for which you will