(1994) as “the variety of products under a brand that can satisfy the desires of consumers belonging to different segments”. The different types of Coca-Cola (Diet, Zero, Life, etc.) are an example of range extensions. 2.2.1 Advantages and Disadvantages The main advantages of extensions can be analyzed from two different perspectives. First of all, according to Jaulent S. et al. (2007), extensions evolve at lower cost. Additionally, it creates clear awareness among consumers as they can associate it with the primary brand and hence increased trustworthiness due to prior knowledge of the brand. Secondly, in terms of costs, they are considerably lower. Create a new brand with your own name, logo, etc. and the resulting advertising clearly costs much more. And finally, this offers the possibility of having a wider market coverage and therefore of covering new