Brand extensions can go very wrong or very right, conjuring responses like “Why didn’t they do that sooner?” or Why on Earth did they do that?”

Taking lessons from companies who have gotten it right, brands can expand into new markets and boost their brand equity.

Peppermint syrup, mocha sauce, whipped cream…Starbucks is percolating in the spirit of holiday cheer and good will towards men (and women)—in more ways than one.