If the decision is made to extend a brand to a new category, the recip-rocal impact of the extension must always be given consideration, as an extension can have positive or negative effects on the parent brand. On the plus side, the extension may clarify, consolidate and reinforce brand meaning. Through their brand extensions Gerber means baby care, Nabisco means baked cookies and crackers, and Hershey’s means chocolate. Extensions may also broaden brand