Brand Extension - Page 6 of 7 - Branding Strategy Insider

Dangers Of Extending The Brand

October 29, 20071 min

One of the biggest dangers is a brand extension that repositions the parent brand in a negative light (like Bayer “aspirin-free” products or “Fat Free” Fig Newtons). One of the trickiest extensions is creating a “value” version of the parent brand. Extending your brand up to a premium segment or down to a value segment has the greatest potential for negative impact, as a brand’s quality and value perceptions are often central to its positioning. ...

by Brad VanAuken The Blake Project

Brand Extension

Benefits Of Brand Extension

October 21, 20071 min

Launching new products and services under (or linked to) an existing brand, if done properly, significantly decreases perceived customer risk and increases product/service acceptance, all at a fraction of the cost that it would have taken to launch a new brand.

by Brad VanAuken The Blake Project

Brand Extension

Ways To Extend Your Brand

October 16, 20071 min

Continuing on the topic of brand extension, regardless of the branding treatment, extensions can occur in the following ways:

by Brad VanAuken The Blake Project

Brand Extension

Brand Extension: A Closer Look

October 11, 20072 min

Earlier this year we looked at some successful and not so successful brand extensions. Today, let’s get closer to the topic. A brand may enter new product categories, new product formats within a category (line extension), or new markets or market segments. Examples of the latter include taking a brand currently targeted to women and extending it to the male market or taking a brand that currently appeals to adults and extending it to the...