As far as I am concerned, Lipton can launch a brand extension about candy to make
good use of its brand equity. Throughout its official website, Lipton offers various
kinds of tea beverages. However, sometimes people may want to savor the taste of
Lipton in another way. At this moment, a small pack of candy that carries the same
taste and aroma of Lipton tea beverages may be an idea to satisfied customers’ need.
Fit: The brand extension about candy is a logical fit with the parent brand. The
attribute within two products will not have too much disparity with each other. In
addition, launching products on candy is not likely to cannibalize those sales of
original tea beverages.
Leverage: What is relevant is whether customers in the new target category find
some reason to prefer the new brand extension to current offerings.
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From this point
