An idea for seeing how well new products can fit under a parent brand

Sometimes it feels expedient to fit a product under an existing brand – you’ve got the product, you’ve got the brand, so just put them together… But is it a good idea? Worst case: you undermine the parent brand and bury a great new product at the same time.

To test out if a brand can stretch to take on a new product why not test out the product in qual sessions in two ways 1. as a new brand concept 2. under your existing brand and see how far apart responses to the two ideas are? Rotate for best results, of course…