The pros and cons of brand extensions are arguable.
There is neither a scientific answer, nor an empirical one.
Thus, the following is a statement, up for discussion.
If your brand:
- started your category like Xerox copiers,
- was not setup as an umbrella brand from the beginning
- and has no real brand competing like Red Bull in energy drinks
then there is a big chance, that brand extensions will fail.
Your customers do not distinguish between brand and product.
It is unlikely, that they will follow your brand into other categories.
It is interesting to see, whether Polaroid will be successfull.