This document discusses strategies for branding new products, including developing new brand elements, applying existing elements, or combining new and existing elements. It describes brand extensions as using an established brand to introduce a new product. There are line extensions and category extensions. Branding decisions involve choosing between individual, corporate, or sub-brands. Brand portfolios comprise all brands and lines a firm offers, with roles like flankers, cash cows, and prestige brands. Advantages of extensions are improved new product success and positive feedback, while disadvantages are brand dilution and questioning integrity.