As featured in TIME Magazine's "Why Some Brand Extensions Are Brilliant and Others Are Just Awkward," Parham Santana's recent survey in cooperation with Adweek provides three rules for successful brand extensions:

"The brand should be a logical fit with the parent brand; the parent should give the extension an edge in the new category; and the extension should have the potential to generate significant sales," says research associate Dr. Edward Tauber.

TIME says, "When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring a well-known brand is such a mismatch the reaction is more like What were they thinking?"