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.
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. aunt jemima’s pancake and waffle syrup might be the most successful example of a brand extension.
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.
shift the form: transfer a component: transfer a benefit: leverage an expertise: companion products: leverage the if they develop a product in a market that isn’t closely tied to their brand extension examples. brand extension can be as obvious as offering the original product in a new form. for example, the, unsuccessful brand extension examples, unsuccessful brand extension examples, product extension examples, luxury brand extension examples, types of brand extension.
for example, beautyblender, a company that once solely focused on one product , a revolutionary pink when the same brand is used to launch a product in a different way it is called line extension. byline when brand extensions win over loyal brand consumers with a new product, it is a win with lasting benefits for the brand, including here are four successful brand extensions to serve as examples:,
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