Multiple Product Brands The core brand promise can unite a range of product brands Generally, identities based on functional benefits are difficult to stretch to new offerings Identities based on higher level benefits can more often provide extendibility Caution: beware of identity dilution or Inappropriate associations19 Multiple Product Brands • The core brand promise can unite a range of product brands – Generally, identities based on functional benefits are difficult to stretch to new offerings – Identities based on higher level benefits can more often provide extendibility – Caution: beware of identity dilution or inappropriate associations