If your competition is weak or nonexistent, you can often increase sales by weakening your brand. That is, by expanding it over more segments of the market. You can therefore draw the conclusion that line extension works. But in so doing, the only thing you have demonstrated is the weakness of the competition. Coca-Cola had nothing to lose when it launched Diet Coke, because the competition (Pepsi-Cola) also had a line-extended product called Diet Pepsi. While extending the line might bring added sales in the short term, it runs counter to the notion of branding. If you want to build a
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