BY DESIGN

One issue that sparks great debate is brand extensions. While many classically trained product/brand managers argue that extensions dilute brand equity, I believe many companies are just scratching the surface when it comes to how far they can extend the brand names and tradedress of their corporate and product names.Take the extreme example of Mitsubishi, which means "three diamonds" in Japanese;

One issue that sparks great debate is brand extensions. While many classically trained product/brand managers argue that extensions dilute brand equity, I believe many companies are just scratching the surface when it comes to how far they can extend the brand names and tradedress of their corporate and product names.

Take the extreme example of Mitsubishi, which means "three diamonds" in Japanese; hence, the red three diamonds trademark. Mitsubishi markets canned mandarin oranges, mu

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