Overview
The Brand Extension Gate Model is Rubikn’s structured decision framework for evaluating whether a proposed brand extension should move forward. It combines evidence-based scoring across four dimensions — Fit, Lift, Risk, and Strategic Need — to reveal if the opportunity genuinely strengthens or stretches the brand.
Value statement: It helps brand teams make confident, data-backed decisions about when to extend — and when not to.
Why It Matters
Extending a brand into new categories can unlock major growth — or quietly erode years of equity. Many extensions fail not because of poor products, but because they misjudge alignment or risk: the brand doesn’t “fit,” the move adds little perceived value, or the new market isn’t strategically worth the risk.
The Gate Model prevents that. It replaces gut-feel and optimism bias with structured logic, ensuring brand growth moves are both strategically sound and equity-safe.
What You’ll Get
A clear, evidence-backed extension verdict and roadmap for next steps:
- Scoring Assessment (Fit, Lift, Risk, Strategic Need): A 1–5 evaluation across each dimension, supported by qualitative reasoning.
- Decision Logic Output: Go / Hold / Reject recommendation based on Rubikn’s gate criteria.
- Opportunity Map: Visual summary of where the extension passes or fails, showing leverage points and red flags.
- Strategic Guidance: If rejected, direction on how to reframe, mitigate risk, or identify higher-potential categories.
- Documentation Pack: A concise report outlining rationale, insights, and data references for internal stakeholder alignment.
How It Works
- Brief & Context Collection — Rubikn gathers background on the parent brand, the proposed extension, and its intended market.
- Scoring Workshop — We collaboratively score each dimension (Fit, Lift, Risk, Strategic Need) using research inputs and team insights.
- Gate Evaluation — The model applies its logic: the extension only passes if (Fit + Lift) ≥ Risk and Strategic Need ≥ 4.