The common enough practice of line extending a brand can only be successful if the line extension is seen to offer a distinct identity and benefit while at the same time retaining relevant values of the mother brand. Simplistic colour changes usually will not do. The distinct benefit that a line extension offers needs to be highlighted, if it is too close to the mother brand it will not be seen as different and will tend to cannibalize it, if it is too far off it will lack credibility. The challenge is to balance the two.	Brand Repositioning Brand Extensions New Brand Development Structural Packaging Celebration Summer Lime Encouraging people to consider Rum as an option in summer. Kanan Devan Introducing new variants without affecting the mother brand by creating an umbrella brand.