When studying brand name marketing and line extension on a product it is necessary to look at reasonable, relative and current case studies. Too often academia and business colleges that produce MBA students are too busy looking at the past and what worked then or did not work. Studying current topics and current products gives the students a better idea of the actual marketplace and what might work in the future.

Academia has often been accused of looking too far in the past to give advice as to what to do in the future without regard to the changes that are taking place at all times. One recent product innovation has been Philadelphia Cream Cheese with jelly. Many people like to put cream cheese on their bagels and sometimes they like to put jelly. Sometimes people like to put both. Knowing this the research and development department of Philadelphia Cream Cheese came up with a new blend.

The new blend has Philadelphia Cream Cheese Original mixed with jelly and to the customers love it. In fact, they were able to roll out this product with very little advertising due to strong brand loyalty. This is one great example of how a company can revitalize its brand and increase customer sales through its existing customers, while bringing in new customers. Please consider this to 2006.

Lance Winslow - Online Think Tank forum board. If you have innovative thoughts and unique perspectives, come think with Lance; www.WorldThinkTank.net/wttbbs/

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