Just in time for the holiday season, Mercedes-Benz is rolling out their newest merchandising wonder, perfume for men. Should we be prepared for brand bastardization comparable to Harley Davidson’s scented mistake?

I don’t think so. The cologne, which was developed by perfumer Olivier Cresp, who has created perfumes for Dolce & Gabbana, Christian Dior and Givenchy, will fit in with other Mercedes-Benz branded products like sunglasses and watches. Elegantly and simply packaged, this brand extension with wood notes and Italian mandarin will likely be a hit with Mercedes-Benz lovers.

But that’s not always the case. For marketers, it’s important to look at the pros and cons of licensing before you subject your brand to it. Though the added income may look tempting, anything you put your brand on should jive – completely – with what your brand stands for.

Many brands develop positioning statements based on thorough research of their core user to ensure that all marketing communications are beating to the same drum. It’s an effective practice we do for many of our clients. But ads and websites aren’t the only things that should be measured against a brand’s positioning statement. Wherever the brand is scheduled to appear, make sure it passes the PS test. After all, your consumers are your brand. So if any part of your brand feels out of line ot them, you run the risk of watering down their relationship with your brand, and ultimately losing them as a customer.