Brand Extendibility

Finding Fit, Leverage, and Opportunity


All marketers know that a strong brand is essential to success.

But it is not as widely understood that a brand’s greatest value is its use as a foundation for growth. Strong brands can be stretched; they can be extended to additional categories, segments, uses, and markets:

Line Extensions

Products can be reformulated with variations “at the edges” to attract new users within the same category.

Market Extensions

Brands can stretch to new categories as ingredients or components of other products or as totally new entrants into that category.


Finding fit, leverage, and opportunity requires integrated information about your brand, your consumer, and the market.

RTi has proven expertise in helping our clients find that elusive white space by overlaying supply side (brand) learning with demand side (consumer) insight. We help our clients expand their thinking, and in turn, deliver the platform to grow and succeed.

A successful brand extension isn’t serendipity. It relies on a good fit, credible leverage, and white space opportunity.

White space opportunity lives where consumer demand is unmet – where functional or emotional benefits are desired by consumers, but no brand is completely fulfilling that demand.

RTi’s knowledge about Brand Development is so extensive, we’ve not only trademarked our BrandStarSM model, we also wrote the eBook.


I highly recommend RTi to anyone looking for a top-quality market research supplier.”

Market Research Manager, CPG

“Working with RTi was wonderfulproactive in anticipating potential issues, providing solutions and making sure everyone was aligned before moving forward.”

Sr. Manager, Consumer Insights, Food & Beverage

“RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”

Director, Consumer Insights, CPG

“I’ve worked with RTi on a wide range of custom research initiatives. RTi is customer service oriented and delivers reliable results on time and on budget. Their staff is knowledgeable, thorough, and easy to work with.”

Market Research Manager, CPG

“RTi always provides incredibly insightful work, and really makes it possible for me to run my research department. I truly appreciate it, and will spread the word.”

Research Director, Major Food Manufacturer