Issues facing product line extensions can include company's investments in the new products without the desired return. The product may come at a loss or may not be able to make enough of the return the company was forecasting for. The new addition could also send confusion to the company's customer base, and in turn negatively affect the loyalty they have for the brand.[1] 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.[2] 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.[3]