However, this can be a very risky process. In Tesco's case, with its well-established brand, it can move into new areas with less risk of failure, as the brand is already known. For example, over the last few years Tesco has evolved from grocery only to marketing areas such as: Tesco banking, Tesco pet insurance, Tesco mobile, Tesco utilities … This expansion allowed Tesco to expand its range. of customers, as loyal customers are the most likely to purchase most of their essentials across the entire Tesco range. This can therefore significantly increase their market share and increase their overall profit level. Alternatively, brand extension can also have serious consequences for a business if it turns out to be a fiasco. For example, if Tesco failed to expand its brand in a single area, this information could make headlines and thus attract the attention of all consumers and other competitors. If the new product or service fails, it could have a negative impact on Tesco's core brand. This will destroy the company's image and hence people might be reluctant to shop.