Branding Strategy Insider | Brand Advantage Through Brand Extension | Integrated Brand Communications |

Not too long ago here on Branding Strategy Insider, one of my co-authors, Nigel Hollis shared three basic ways a brand can change the brand game to its advantage:

1. Expand the category

2. Disrupt the category

3. Exceed the category

I would argue there is a fourth strategy to go along with expanding, disrupting and exceeding the category. That would be to “extend” the category.


There are several ways for a company to extend a brand. A company can choose to manufacture or source (often from less expensive manufacturers overseas) the new category of product.