refresh your mind on what a brand extension is from the reading. Now, read the "unsuccessful brand extensions" snippet on page 25. 1) In all those examples, the problem seems to be lack of something that I won't name between the parent brand and the brand extension (E.g. Harley-Davison motorcycles and Harley-Davidson perfumes). What would you call that something? The word has 3 letters in it and starts with F. Read the next question to see how F__ is used in a sentence. 2) Once you figure out what that F__ is, explain its importance in brand extensions in a few sentences. F__ was lacking in the examples you read above. But when Gillette extended its razor brand to other shaving products, F__ was there. So, why does it matter that there is F__ between the parent brand and the brand extension? When F__ is lacking, what could customers be concerned about? What happens to the image of the company when the brand extension lacks F__ with its previous brands