A company has four choices when it comes to developing brands . It can introduce line extensions (occur when a company extends existing brand names to new forms, colors, sizes, ingredients, or flavors of an existing product category), brand extensions (extends a current brand name to new or modified products in a new category), multibrands (Companies often market many different brands in a given product category), or new brands (A company might believe that the power of its existing brand name is waning, so a new brand name is needed).