Vertical extension

A brand extends vertically when it addresses different market ranges for the same product line. The vertical extension works in both directions: towards up-market or down-market segments. For example, Mercedes, known for its up-market models, can adapt its prestigious image to mid-range vehicles. This is the case of the Class A mid-range model, which targets young people and aims to transfer the values ​​of youth and modernity of Mercedes up-market products.