Planning is key to any brand extension, but it’s especially crucial if you want to launch a series of successful new products. Case in point: Clorox. Tags: best brand extensions, brand extension examples, brand extension ideas, brand extension research, brand Read More…
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Fit vs. Leverage: Which One Will Make or Break Your Brand Extension?
January 16, 2012
Many manufacturers do not understand what makes a brand extension succeed. In some cases, brands are extended just to save the money it takes to establish a new brand. In other instances, companies want to stretch a brand to as Read More… The 9 Secrets of Every Good Brand Extension
December 19, 2011
After extensive research, my company, Brand Extension Research, has identified nine principles that characterize a good brand extension. These rules should guide any new extension to increase the probability of success. Tags: brand extension ideas, brand extension research, brand extension Read More… Risk vs. Reward: What’s at Stake When You Extend a Brand?
November 28, 2011
Much has been written about the negatives and risks of brand extension. In reality, a lot of those warnings boil down to scare tactics. If a brand extension is off target or lacks fit and/or leverage, it likely will fail Read More… |