BRAND

EXTENSION

Ravindra Jeet TODR. SONAL SISODIYA

DEFIN

ITIO

N…

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

Top

Bran

d Ex

tens

ions

.

best liquor brand extension – Starbucks coffee liqueurbest co-branding/ingredient

branding – The Motorola ROKR phone with iTunes

most overdue brand extension – The Tide to Go

stain removal penbest extension of a not-

for-profit – National Geographic

Bran

d ex

tens

ion

may

be

succ

essfu

l or

unsu

cces

sful.

Inst

ance

s w

here

br

and

exte

nsio

n ha

s be

en a

suc

cess

are

-

Wipro which was originally into computers has extended into shampoo, powder, and

soap.Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a

slab of chocolate.

Inst

ance

s w

here

br

and

exte

nsio

n ha

s be

en a

failu

re a

re-

Colgate Kitchen EntreesLifeSavers Soda

Pond’s toothpasteRasna Ltd. fizzy fruit

drink “Oranjolt.” Etc.

Adva

ntag

es o

f Br

and

Exte

nsio

n

It increases brand image. The risk perceived by the

customers reduces. Cost of developing new

brand is saved.Consumers can now seek

for a variety.There are packaging and labeling efficiencies.

The expense of introductory

and follow up marketing programs is reduced. Etc.

Dis

adva

ntag

es o

f Br

and

Exte

nsio

n

If the brand extensions have no advantage over competitive brands in the new category, then it will fail.There is a risk that

the new product may generate implications that damage the image of the core/original brand.

THAN

K YO

U