UK: Interbrew: pie in the sky ambitions (COMMENT)
Brand extensions are not easy money. Interbrew should tread carefully as it ventures the Murphy's and Boddingtons brands into prepared meals since a poor extension inevitably damages the original brand. Interbrew is using Boddingtons and Murphy's as a quality benchmark for the meals, so if the meals are not that good it should expect the brands to suffer.
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