Abstract:

The past century was marked by the birth of nearly every brand we know and consume today. In the 21st century, on the other hand, brands will multiply their portfolio into different products and services. It is going to be the era of brand extensions! This paper shows a pioneer and extensive study that identified the process through which companies in Brazil have been developing brand extensions. The 'Big Families' project examined 64 business categories that resulted in the analysis of 456 brands and 2,228 products. Above all, the study is an accurate portrait of what companies have been doing to stretch the domain of their most valuable asset, their brands.