One of the biggest mistakes I see and read about with brand strategy is line extensions. Majority of companies think it is worth it too maximize salse by multi targeting or multi positioning consumers with simliar products but it always ends in a massacre. Customers can only process so little characterisitics with a brand name, once they overflow the consumer with choices they lose them completely.

Proctor and Gamble of course mastered by targeting one or two consumer needs at a time with a single product and positioning them magnificently.  Kraft is a good example of the "line extension trap", everyone knows and loves Kraft Cheese, but Kraft flooded the market with tons of Kraft products too far from its original positioning. In result Kraft has not one #1 product on the market, but lags behind companies who took the single positioning strategy.

Aple is a definite champion and found a way to maximize on line extensions. Ipod, Iphone, and Ipad are all truly distinguised by the first letter which completely brands the products at an instant in terms of reliability, exprected features, and prestige. Consumers are automatically attached to the product due to its excellent branding strategy, even know each of those three products pretty much offer the same features.