in a study of more than 300 brand extensions it was determined, and now widely accepted that there are eight types, each with its own unique leverage. while motorola found brand extension success by focusing on categories where consumers gave it permission to extend. cordless phones and baby monitors are two areas where consumers prize motorola’s “mission critical communication.” sometimes a brand extension is just another proof point for the brand promise, strengthening what the brand stands for.
sometimes it can stretch the meaning of the brand beyond a particular product category, giving it a prolonged lifespan and greater flexibility for future growth. branding strategy insider is a service of the blake project: a strategic brand consultancy specializing in brand research, brand strategy, brand growth and brand education if you find our thought pieces on brand strategy and brand management insightful and would like a deeper understanding for yourself, your marketing teams or leadership teams we can develop a customized learning and development engagement for you. bsi is a service of the blake project, a leading brand consultancy based in the united states, serving marketers around the world.
it is also known as brand stretching which is a form of marketing strategy in which the company uses existing brand equity to increase the brand equity of a new product. the expertise of a particular company in extended to a new product category or a brand category is called an extension of company expertise. when new products are introduced into unrelated and entirely new product categories, under the brand extension, it is termed an extension of brand image or brand prestige. and it is this uniqueness that attracts the customer to the brand.
since it is been in the market for a long time it enjoys the proprietary association of the brand with the unique and distinctive taste. if the brand extension works in the favour of the company the company will have a new product to the into manage which will establish its status as a conglomerate. this usually happens in the case of the product extension which is not related to the company. for example, in 2018, when facebook ceo mark zuckerberg was accused of data scam, and the selling of customer data to various companies, it took a hit for other brand extensions of facebook like whatsapp and instagram. i am a serial entrepreneur & i created marketing91 because i wanted my readers to stay ahead in this hectic business world.
brand extensions a brand extension occurs when a firm uses an established brand name to similar product in a different form from the original parent product. distinctive flavor/ 8 types of brand extension 1) companion product extension : 2) product form extension : 3), types of brand extensions, types of brand extensions, brand extension examples, brand extension strategy, brand extension meaning.
types of brand extension companion product extension product form extension company basically, a brand extension is leveraging an existing brand to promote a product in a different category. there are ngos: collaboration with private sector banks. 29. types of co-branding. there are many different sub-sections of, vertical brand extension, perimeter of brand extension, brand extension of parachute, unrelated brand extension
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