 This can evidently become a long-term risk in terms of brand image, as consumers may have a new view of the brand as cheap, in the case of downward extension, or unrealistic and unreasonable in terms of upward extension.An issue also connected to the extensions, could result in the production process becoming more and more complicated as a result of new products, this could affect the company's efficiency and quality in the production of the brands product range.An advantage of extending company product lines is the likely rise in sales, demand and market share.