It is fairly easy to answer branding questions.

It is hard to make them, make the right ones and

most importantly to make them in the right order.

Most branding mistakes happen due to

missing questions, ignoring them - often

very simpler ones or

jumping steps altogether.

Potential of brands for extending arises from their stature and characteristics.  Values of some are transferable only within the micro product category, some within a macro range and a few can carry almost any business. Even brands that can carry many a business hit limits, set by their essential character and image.

(Excerpts from the articles on Branding Logic)