steinfeld has collaborated with some of the most popular artists in the music industry, like zedd, florida georgia line, and alesso, to produce three hit song that have all reached the billboard hot 100 record chart. if they develop a product in a market that isn’t closely tied to their flagship product or core brand, like zippo’s perfume for women, companies can attach undesirable associations to their brand, weaken its existing associations, and hurt its established products’ perceived quality. when you think about it, they extended their brand to the most logical product category possible.
in my opinion, colgate’s decision to enter the toothbrush market was a necessity and one of their best moves, helping them secure the third largest slice of the oral care market. one of these markets was men’s suits, but since their brand was heavily associated with a casual, rugged, and outdoorsy lifestyle, levi’s new product line conflicted with their core identity and failed to catch on. but one product line that isn’t the best fit for their brand is underarm deodorant spray.
the extension option is not always optimal, but it should be part of most strategy and new product discussions. one key step is to identify extension product categories where a new entry will benefit from and contribute to the brand associations. a more systematic approach is to explore the 10 routes to brand extensions that come from an analysis of successful extensions. the parham santana extension agency, in conjunction with ed, has reprised that study by identifying 500 successful extensions and systematically identifying 10 routes to brand extensions.
of course, getting ideas on the table, even good ones, is only a first step in an often complex decision – see my book brand portfolio strategy. first, the extension decision is best made in a larger strategy context looking out years and for a stream of extensions rather than as an ad hoc, one-off decision. second, a key element is the ability of the extension to represent a distinctive solution to a real customer need. truly distinctive products that have “must haves” that define new subcategories are the big winners. so even if the extension makes brand sense, there needs to be a compelling offering that is brought to the market.
brand extension examples 1. reese’s puffs cereal (the best) 2. aunt jemima’s pancake & waffle a brand extension is the practice of launching a product in a different category, while under an existing brand name. some example of brand extension are: apple: from personal computers into mp3 players. callaway:, . in the best examples, the brand extension is natural and arises from a recognized positive quality of the original product. arm & hammer produces a deodorizing cat litter under its brand name. black & decker makes a line of toy tools for children. ghirardelli chocolate company sells a brownie mix.
brand extension is a strategy used in marketing. a company which is already branded in the market here is another example of a bad taste association your brain makes automatically. when you think another great example of brand positioning is disney. with movies, t.v. shows, theme parks, coloring books, and baby,
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