Great masterbrands travel only as far as relevance and credibility allow. Test how to judge fit, avoid dilution, and pace expansion.
A simple litmus test for stretch is perceived ‘fit’—customers should find a logical link between the masterbrand’s meaning and the new category’s ______.
shelf height
benefit
import duty code
SKU cap
Over‑stretch risk rises when the new category contradicts the masterbrand’s core ______.
CMYK values
legal domicile
supply chain
associations
A common safeguard is to launch via a sub‑brand or endorsement first, then migrate only if the masterbrand earns ______.
exclusive patents
exclusive distributors
category credibility
lower tariffs
Price premium is more likely to transfer when the masterbrand’s distinctive ______ also transfers to the new category.
SKU numbers
assets
UPC prefixes
MRP labels
One portfolio signal that stretch is going too far is internal cannibalization that outpaces ______ gains.
gross margin %
affiliate fees
production volume
incremental
Brand dilution risk is highest when the extension requires capabilities the firm does not yet ______.
bundle
possess
coupon
outsource
Consumer‑testing for stretch should include forced‑choice trade‑offs to measure whether the masterbrand still signals a clear ______.
position
SKU barcode
fabric weight
shipping code
In B2B, credibility to stretch often comes from proven outcomes, reference clients, and ______ thought leadership.
category‑relevant
fleet size
trademark classes
office decor
A sensible pacing rule is to sequence expansions from near‑adjacent to ______ categories first.
unrelated
random
adjacent
lowest margin
When stretch fails, a fallback is to ring‑fence the offer under a separate or ______ brand.
white‑label only
endorsed
monolithic
unbranded commodity
Starter
You grasp stretch principles—refine judgment on fit and risk.
Solid
Strong judgment—pressure‑test adjacency and capabilities.
Expert!
Excellent—your stretch calls are disciplined and growth‑oriented.
Masterbrand Stretch: How Far Is Too Far? Interview Questions will test your ability to weigh growth opportunities against the risk of weakening your core identity. Begin by browsing the Brand Strategy & Architecture Interview Questions for foundational frameworks and sample prompts. Then dive into the Crafting a Compelling Brand Purpose guide to see how purpose drives stretch decisions, practice your messaging finesse with the Brand Positioning Benefit RTB Tone practice set, and explore organizational models in the House of Brands vs Branded House scenarios. Working through these resources will give you real-world insights and the confidence to discuss masterbrand extension strategies clearly in any brand interview.
