The NAIA has two members in Canada and at one point had another in the Bahamas, which made it the only international intercollegiate athletic association in North America until 2009. As of October 2013, the NAIA reports having 255 member institutions.
How Brands Grow: What Marketers Donât Know (HBG) is one of those business bestsellers that has fast become an absolute must-read for marketers; it has perhaps done more to shake up the world of brand marketing than anything else created or published in the last decade (see our summary of Sharpâs 2016 followup book How Brands Grow Part 2 here).
Thus, one growth option is to use those assets to penetrate new product categories or to license them to others for use in new product categories. An-other option is to acquire a firm with a brand name that can provide the platform for future growth via brand extensions.However, this strategy has its drawbacks. A brand name can fail to help an extension or, worse, can create subtle (or sometimes not so subtle) associations that hurt the extension.Worse still, the extension can succeed, or at least survive, and damage the original brand by weakening existing associations or adding new, undesirable ones.ecause the extension can dramatically affect a key strategic asset, both in its original setting and in the new context, the wrong extension decision can be strategically damaging. This article is an overview of the brand extension decision and its possible outcomes â the good, the bad, and the ugly.