The Brand Extension Marketing Plan (BEMP) Process

Topic: The Brand Extension Marketing Plan (BEMP) Process

Now that you are completing the final Brand Extension Marketing Plan (BEMP), take a few moments to reflect on the BEMP process. Begin by considering an example of a company you are familiar with that has extended its brand. It will be helpful to find an article related to a brand extension. Then answer the following questions:

Explain some of the challenges that marketers may encounter while creating a brand extension marketing plan. What challenges did you encounter while creating your BEMP assignment?

Consider some of the lessons a company that you are familiar with (or from the article) learned when extending its brand? What were some of the lessons you learned while creating your BEMP assignment?

Did the company (that you are familiar with or from the article) experience any surprises? Were there any surprises for you while creating your BEMP assignment?

• What would you suggest that the company have done differently when extending its brand? If you had your BEMP to do over again, what might you do differently?