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Brand Extension

Brand Extension

5 Ways To Extend Your Brand

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5 Ways To Extend Your Brand

A brand may enter new product categories, new product formats within a category (line extensions), 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 teen market. 

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Brand Extension

Brand Diversification: Extend With Caution

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In the search for more revenue, many brands seem keen to broaden their mandate or redefine the sector they see themselves as now being part of. But the hunt for diversified revenue streams comes with its own list of dangers and the most obvious caution is this: don’t lose the plot. Don’t spread your brand so wide, generalize your position so much or shift your emphasis so far from where you’ve been that you lose credibility, authority or distinction in the minds of your customers.

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Brand Extension

Brand Advantage Through Brand Extension

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Not too long ago here on Branding Strategy Insider, one of my co-authors, Nigel Hollis shared three basic ways a brand can change the brand game to its advantage:

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Brand Extension

Brand Extension And Perceived Risk

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We tend to judge the likelihood of whether a brand extension will work on the compatibility that consumers will feel between the brand they know and the extension they are being asked to accept. As Brad VanAuken has observed, “Any brand extension into a new product category must reinforce one of those primary associations without creating new negative, conflicting or confusing associations for the brand.

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Brand Extension

Brand Extension: Friend And Foe Of Strong Brands

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Brand Extension CAT Footwear Mike Rowe Wolverine World Wide

Brand extension is the way to get the best financial return out of a strong brand. By extending a known and much loved brand into new countries and categories, the brand owner reduces risk and maximizes the return on their investment. But extension is not without risks of its own. These days I can’t help wondering if many brands are extended too far, too fast.

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