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In many industries, launching a new brand is costly and so it seems logical that any company with such a huge brand name in the marketplace would decide to extend their brand in an economical way to quickly gain credibility in the new chosen marketplace. For the same reasons, it takes less time to educate the market with the extended services of an existing brand than to launch a new name from scratch. From a managerial perspective, brand extension is a relatively fast way to add more to the bottom line in a relatively short period of time.
McDonald’s is the leading global Fast Food service retailer with more than 30,000 restaurants serving millions of people in more than 100 countries...
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