Attempts to use the value of the brand on brand extension risk undermining the value of the brand. This paper proposes an approach to the assessment of the levers of power brand before making the decision to expand the brand. Experience shows, managers must assess the consumer and consumer familiarity with accounting brand. The analysis shows that brands are balanced in terms of familiarity and connection consumers have a greater potential to attract than brands high in one of these characteristics, but low in the other. Five times typology brands - Desire icons Tarnished Treasures, developers, landing, and diamonds - is offered to describe the degree of brand balance "Hide
. by Vicki R. Lane Source: Business Horizons 10 pages. Publication Date: January 15, 1998. Prod. #: BH003-PDF-ENG
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