We tend to judge the likelihood of whether a brand extension will work on the compatibility that consumers will feel between the brand they know and the extension they are being asked to accept.
Simplification is not a trend. That’s not to say it’s unimportant. It’s only to say that you should look askance when you hear simplification being bandied about as the next big thing. It’s a big thing, yes. There is just no “next” about it.
As brand owners consider entering the global market via licensing, there are several points they should take into consideration. Some of the big ones include language, liquidity of their currency versus the dollar are their culture. Each of these can have a significant impact on brand owners’ ability to manage programs effectively.
