The Best Way to Name a New Product.

The article discusses how to best brand a new product. A popular strategy known as brand extension, where the new product is tied into an existing product can have a negative consequence on both the new product and the existing product. In this article research is cited looking into the various branding strategies—new brand and two types of brand extension-direct extension and sub-brand—with success criteria. The success criteria are identified as fit with the company’s current offerings, innovation of the new product, span of existing portfolio, risk of brand dilution, and amount of advertising funds. INSET: "Look for Opportunities to Stimulate People's Imaginations".