By the end of this episode, you’ll understand what brand dilution which will give you perspective on exactly who your audience exists for which can be used as a compass for strategic decisions.

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First, we’ll answer the question “What is brand dilution?”, so you can understand the possible implications of brand extension when expanding into other categories.

Next, you’ll see an example of brand dilution when Microsoft aimed for brand expansion with their release of the Microsoft Smartphone.

Then, you’ll learn about the impact brand dilution can have on brand equity and how it can contaminate the reparation of the brand name and the performance of other products and services.

Finally, you’ll discover that relevancy is the key to successful brand extensions and why, above all, the brand manager needs to protect brand equity as a priority.

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