Thomas McAlinden talks about the using brand extensions as a way to grow a brand. This is a strategy of exploiting brand awareness and brand trust by moving in wider products or markets. For example, Levi Roots created a reggae reggae sauce and then expanded into pizzas, ready to cook meals and soft drinks. He discuss vertical extensions, such a Coca Cola including diet versions; and horizontal brand extensions such as Coca cola launching into water or other soft drinks. Vertical extensions are less risky.
Thomas discusses successful brand extentions and less extensions, such as Colgate, the toothpaste brand, launching a beef lasagne, or Bic, the pen company, launching a line of lingerie. One element to consider the "brand fit hypothesis" as what consumers associate with the brand. Marketers can use the marketing mix to influence how consumers view the brand to change the brand fit, as Virgin does.