Brand Extensions: Do they make sense?

You’ve already been successful. Built a community. Built a following. Built a reputation. Built a brand. Now you want to build another community; should you use the same brand or create a new one? Building a brand is expensive; it takes money and time. Once you’ve spent all that time, budget and energy creating a great brand, shouldn’t you just use it again, leverage its power and your spend and name your new community with the same branding? It’s a question many real estate marketers are constantly trying to answer because the truth is, it depends. Is your newer product comparable to your older product? Will this new product sell for a lower price, thus lowering the perceived value of…