: In 2018, Keurig introduced the “Drinkworks:Home bar by Keurig” (https://www.drinkworks.com). Drinkworks is anappliance that makes cocktails using single-serve pods (similar toa Keurig coffee machine). Initial market research showed thatpotential customers viewed the product concept as “exciting (89%)”,“fun (82%)”, “social (78%)”, “convenient (75%)”,“beautiful/aesthetically pleasing (68%)”, “relaxing” (65%), and“dangerous (62%)”.

Please analyze this brand extension – your analysis shouldinclude the following:

• Use the “brand extension fit evaluation model” (i.e.,similarity, relevance, authenticity) to evaluate the Drinkworksbrand extension. Be detailed.
• How will the brand’s identity evolve as a consequence of thisbrand extension?
• What two advantages and two disadvantages can you see with thisextension? '
• Do you think this extension would have an impact (good or bad)on the target customer of the original coffee brewer product?Why/why not? Clearly justify your answer.