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The right extension should fit with the existing brand identity.
But taking an existing brand downmarket in this way can be dangerous, analysts say.
If the new product doesn't fit, the extension can be seen as confusing and could weaken the existing brand.
The automaker will continue to have a presence on Facebook with free content like the existing brand pages.
This can be as simple as a cycle of examining the existing brand, reviewing it, changing it to the desired brand and then reviewing it again.
There is, however, a difference between cultivating an actor's personal brand to sell movie tickets and creating a movie entirely based on an existing brand of game or toy.
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"We expect that we'll deliver fourth-quarter earnings between $1.45 and $1.55 per diluted share based on the trends we saw last month and our existing brand-building initiatives worldwide that include significant new product introductions," David R. Whitwam, the chairman and chief executive of Whirlpool, said in a statement.
Organic sales, or those of existing brands, rose by 5 percent.
"It's not clear how enduring existing brands will be".
This new brand will sit alongside our existing brands Orange and T-Mobile.
Meanwhile, Big Tobacco has entered the market late and somewhat reluctantly, buying up existing brands or patents.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com