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.