Once a company gets big, it often tries to spread out its product lines by adding new items it thinks will bring in new business. The important thing to know, however, is what customers expect and want from the brand. While companies like Wal-Mart or Dollar Tree could put their names on just about anything, regardless of quality, many companies find themselves damaging their brands by selling merchandise that their customers wouldn’t expect from them.
In a best case scenario the items are largely ignored- a bizarre footnote to corporate history. In the worst case scenario, the brand could suffer from slapping its name onto a seemingly random, low quality item. These pitfalls can be avoided by knowing exactly what customers expect and giving it to them. Even a great item can be derailed by sloppy branding.