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…
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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. 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… Brand Extension Boot Camp: Do You Know the Basics?
July 26, 2011
Even in the marketing world, many people don’t have their facts straight when it comes to brand extensions. First, let me offer a simple definition: A brand extension leverages a well known brand name in one category to launch a Read More… |