When you have a company that has products on the market, you need to decide if you want to expand your brand or keep it at an even level. 

Expanding your brand can be a delicate decision because you want your brand to thrive and make sure you're making the best choice for your business. Some companies decide to expand their brand quickly to benefit in the short term, while others look for long-term success. Let’s look at car manufacturers as an example. At one point these three big automakers were untouchable, consumers would be proud to state they drove a Ford, Chevrolet, or Chrysler.

However, as the automakers introduced more and more models, their brands became watered down. Consumers no longer stated that they drove a Ford, Chevrolet, or Chrysler; they said they drove an Escort, Cavalier, or a New Yorker (although admittedly I’d be proud if I was driving a Mustang or a Camaro). This ultimately saturated the market, weakened their brand, and lessened their market share allowing competition the opportunity to encroach on their territory.

It’s important to keep in mind the consumers that want to buy your product or want to be aligned with your brand. Having a brand that is everywhere and open to everyone might not be what the consumers are looking for. Think about the exclusivity of some brands like Rolex, not everyone can afford a watch of that caliber, and that is why the brand is strong with the consumers who can afford to buy the luxury brand watch.

Being exclusive has its benefits as well as being available to the population at large.