Insights on line extension success in FMCG brands

The article “Drivers of Line Extension Success – Understanding and Implementing Line Extensions of FMCG Brands” by Sophie Biallowons, Assistant Prof. Dr. Anna-Karina Schmitz, and Prof. Dr. Martin Fassnacht has recently been published in Marketing Review St.Gallen. The authors explore the strategic impact of line extensions on brand growth and provide a framework that highlights key goals and success factors in classic, upward, and downward extensions. The study reveals that line extensions, comprising most FMCG product launches, support brand strength, consumer retention, and shelf presence. By setting clear goals and understanding extension-specific challenges, managers can drive growth effectively.