A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product.
Some example of brand extension are: Apple: from personal computers into MP3 players. Callaway: from golf clubs into footwear, apparel and golf accessories.
What is an example of a brand extension
Brand extension can be as obvious as offering the original product in a new form.
For example, the Boston Market restaurant chain launched a line of frozen dinners under its own name, offering similar fare.
Another form of brand extension combines two well-known products.
What are the types of brand extension?
- Product extension
- Line extension
- Customer franchise extension
- Company expertise extension
- Brand distinction extension
- Transfer of component extension
- Leveraging a lifestyle extension
What is meant by brand extension
Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category.
The new product is called a spin-off.
What is a brand name extension
Brand name extension is a term used to describe the reuse of a well-known proprietary name to introduce a new product that may contain an active ingredient different from the active ingredient in the original product.
What is the product extension and brand extension
Most people usually confuse these two terms. Brand extension is the use of the same brand name to launch a new product in a different product line.
On the other hand, Line extension is the use of the same brand to launch and market a new product in the same product line.
Why do brands have extensions
It increases brand image. The risk perceived by the customers reduces. The likelihood of gaining distribution and trial increases.
An established brand name increases consumer interest and willingness to try new product having the established brand name.
Which one is an example of vertical brand extension
An example of a vertical brand extension would be Isaac Mizrahi for Target Shoes, where the haute couture design-clothing brand entered a new category (shoes) at a new and much lower price/quality level.
What is brand extension and line extension
Line extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.
This is as opposed to brand extension which is a new product in a totally different product category.
What is brand extension and product line extension
Overview. Line extensions occur when a company introduces additional items in the same product category under the same brand name such as new flavors, forms, colors, added ingredients, package sizes.
This is as opposed to brand extension which is a new product in a totally different product category.
How do you create a brand extension?
- Survey your brand equity
- Set your goals
- Review your resources
- Look into wider consumer or market trends
- Research your competitors
- Engage with your existing customers
- Narrow down your options
- Get to know your new target market
What are some examples of product extensions?
- Colgate with Hemp Seed Oil
- Coca-Cola Cinnamon
- Lux White Impress
- Honda Civic Si
- Hellmann’s Mayonaise with Olive Oil
- Mr
- Nissan Leaf
What is an example of an OTC product with a brand name extension
Examples of U.S. Brand Name Extensions Alka-Seltzer Morning Relief contains aspirin plus caffeine. Alka-Seltzer PM contains aspirin plus diphenhydramine.
What is the difference between brand extension and brand stretching
Brand stretching involves introducing a new product into the market that is similar to an existing product in terms of functional benefits, but different in terms of price or branding.
Brand extension involves introducing a new product that has little or no relationship with the original brand and its customers.
What is multi-brand extension
Multi-Brand Approach A variation of the product line extension approach is to run a multiple brand strategy within the same market.
This means having more than one brand competing in the same product category. Large companies usually employ this strategy to crowd the market and gain a sizeable competitive advantage.
What is brand line extension
What is a brand line extension? A company introduces a brand line extension by using an established product’s brand name to launch a new, slightly different item in the same product category.
For example, Diet Coke™ is a line extension of the parent brand Coke™.
What do you mean by product extension
What is a product line extension? Line extensions refers to the process of expanding an existing product line.
This is when a company with an established brand introduces additional items in a product category.
The company uses the value of the existing product to market and introduce new choices to consumers.
What is vertical brand extension
Vertical extensions: Vertical extension means introducing related brand in the same product category in either of two directions, i.e., upscale extension, where a new product with higher price and quality characteristics, than the original, is introduced; or downscale extension, where a new product with lower quality
What is horizontal brand extension
A horizontal brand extension is when a brand name is applied to a new product or service in either a related product class or in a product category completely new to the firm, for example FHM Magazine launching a credit card.
What are some examples of brand extensions that have damaged?
- Cosmopolitan yogurt
- Colgate Kitchen Entrees
- Harley Davidson cake decorating kit
- Virgin Brides
- easyJet’s easyCinema
- Zippo female perfume
How do you extend a brand
The easiest way to extend a brand is to add branded products within the existing product line.
The brand has already gained recognition and loyalty within a specific product line, so it makes sense to add complimentary products.
For example, a shampoo brand could add a conditioner product, hairspray product, and so on.
What is product line extension example
A product line extension is when an existing brand launches new products in a product category they already offer products within.
For example, when a soft drink company offers a new flavor of soda.
What is an example of brand stretching
The term brand stretch refers to how far a business can stretch its products or services into new and unrelated markets successfully.
Think Yamaha, originally a musical instrument manufacturer, launching into the unrelated motorbike market.
Does Amazon have any brand extensions
Amazon’s Latest Brand Extension Puts Groceries Straight to the Trunk of Your Car. The launch of AmazonFresh Pickup, lets customers place their grocery order online, drive to an AmazonFresh location, and have someone place the order straight into their trunk.
Are brand extensions good or bad
Brand extension in unrelated markets may lead to loss of reliability if a brand name is extended too far.
An organization must research the product categories in which the established brand name will work.
There is a risk that the new product may generate implications that damage the image of the core/original brand.
What are Apple’s brand extensions
Brand extensions/category extensions should be towards adjacent product categories. For example, Apple began with making personal computers (Mac), then proceeded to personal audio (iPod), then to smartphones (iPhone), followed by smartwatches (Apple Watch).
What is a line extension in branding
Line extensions refers to the process of expanding an existing product line. This is when a company with an established brand introduces additional items in a product category.
The company uses the value of the existing product to market and introduce new choices to consumers.
What is an example of product extension merger
An example of a product-extension merger would be the merger between Mobilink Telecom Inc. and Broadcom.
Product Extension merger involves companies that offer related products in the same market place.
It takes place between two business organizations that deal in related products within the same market.
What is an example of line extension
A line extension is when a parent brand launches a new product line in a category already familiar with its customers.
With a line extension, brands don’t have to create new categories. An excellent example of a line extension is when soft drink companies introduce new flavors to their existing drink lineup.
Why do athletes and celebrities engage in brand extension
For brands, pursuing a professional athlete as a celebrity endorser is an appealing venture for many reasons.
Sports in general appeal to a very large and diverse audience, primarily comprised of a male demographic brands yearn to engage with.
Does Starbucks have a brand extension
Starbucks has unveiled a revamped global brand identity as part of a plan to mark its 40th year in business and expand the brand beyond coffee.
The multi-million pound refresh of the world’s largest coffee chain sees the brand’s familiar logo shift from being green and black to solely green.
Citations
https://brandmarketingblog.com/articles/good-branding/line-extension-examples/
https://www.campaignlive.co.uk/article/128-years-coca-cola-its-brand-extensions/1298515
https://english.stackexchange.com/questions/382431/difference-between-public-figure-and-celebrity
https://en.wikipedia.org/wiki/Brand_extension
