Sub-brands often have their own brand standards, logo, color treatment, etc. For example, Amul milk extended to Amul condensed milk and Real juices extended to real juice concentrate. 10 Examples of Successful Brand Extensions: Shift the form: Starbucks Frappuccino, Snickers Ice Cream Bars, Black & Decker Role Play Tool Toys, Clorox Bleach Pen, Dial Hand Wash. If a different product form is within an entirely different product category, it will be a brand extension. Brand extension works well for them. Set a boundary, kids. Accessories and apparel operate a bit differently. Through brand extension companies can target those segments which antecedently were not explored or inactive. Capitalize existing brand assets: When market entry barriers are high, a company through brand extension can achieve growth by capitalizing its existing brand assets. Step 2: Identify Your Strongest Extension Options. It is an important decision which will Aaker (1990) examines the … Kudos. Brand stretch: a launch of a new product into a completely different and unrelated category. Once registered, a trademark in Zimbabwe is … If a different product form is within an entirely different product category, it will be a brand extension. Although brand extension is important in practice, few studies have investigated how the brand extension strategy is actually used and how it affects brand performance. This calls for coordination and collaboration to improve effectiveness and avoid the duplication and wastage Brand extensions are now a commonplace growth strategy for many companies. Common examples of private brands include store brand … 119-128. Some key-phrases to focus on to understand the definition of brand dilution better: 1. Sub-brands often have their own brand standards, logo, color treatment, etc. Product form extension. Sometimes, brand extensions become necessary to reign in some of the niche segments which may not be addressed by the parent brand and thus the brand extension helps gain incremental market share. Brand extensions are now a commonplace growth strategy for many companies. Brand stretch: a launch of a new product into a completely different and unrelated category. Clorox Toilet Bowl Cleaner The Clorox brand is associated with cleanliness, and is known for its bleach product. Puma Brand Extension. Weakening of the brand: It can be the weakening of brand equity or brand imag… The Importance of Brand Extension (2020 Update) Brand extensions is a great marketing strategy for companies to become more innovative. It was launched as a respond to the Diet Pepsi that was launched in 1964 and was acquiring great relevance in the market. Management Marketing. The need to improve the quality of infrastructure services in Zimbabwe is The authors use three dimensions to measure the fit of extension. Quip + dental insurance. Tesla’s Brand Expansion Doesn’t Include Cars. Tide Stain Remover Pen The Tide Stain Remover Pen was a brand extension that took the main benefit of Tide products It is a sugar and calorie free soft drink that was developed in the United States in 1982, and was the first brand extension of Coca-Cola. Kudos. BRAND EXTENSIONS A Brand Extension occurs when a firm uses an established brand name to introduce a new product (approaches 2 or 3) When a new brand is combined with an existing brand (approach 3), the brand extension can also be called a sub-brand. Otherwise, the customer feels no incentive to purchase the product. 1. Brand extension is beneficial in enhancing new and already existing segments. The marketing trend boosts business and engages the consumer. Clorox Toilet Bowl Cleaner. Tide Stain Remover Pen The Tide Stain Remover Pen was a brand extension that took the main benefit of Tide products Explanation & Examples - YouTube. Posted by Mitch Duckler on April 28, 2015. It is When you introduce unrelated new product the brand extension fails and creates a bad association as well. Puma Brand Extension. Brand Category Extension StrategyEffort to use a successful brand name to introduce a new product intoa different product category.Examples:Nike MP4 playerColgate toothbrushSony digital camera 19. 7) Brand extension is helpful in catering lower or 8) These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. It helps in creating synergy between new product and existing product with the competence use of umbrella brand & advertising. The company got into a new Business of selling Coke water Branded Dasani, Smart Water, Vitamin Water, and Dasani Flavors. 6) In times of intense competition, to cover every niche, the best strategy available to companies is to go for brand extension. (2010). Examples include – Colgate, a toothpaste brand, releasing a toothbrush under the same brand name. It increases awareness of the brand name and increases profitability from offerings in more than one product category. An existing brand that gives birth to a brand extension is the parent brand. Zimbabwe Report 5PREFACE Economic growth and development cannot be achieved without the availability of appropriate economic and social infrastructure. Here are some examples of Brand Extension that you can check and confirm in the market today. Explanation & Examples - YouTube. The company got into a new Business of selling Coke water Branded Dasani, Smart … In order to register a local trademark in this country, one must file it with the Zimbabwe Intellectual Property Office ( ZIPO ). Brand extension can be beneficial in terms of fulfilling consumers’ changing preferences and needs, wants and demands of the consumers. 1990). Coca-Cola – If you thought Coca-Cola only sold carbonated drinks, then you are wrong. It is a sugar and calorie free soft drink that was developed in the United States in 1982, and was the first brand extension of Coca-Cola. Kudos. Brand managers therefore are forced to opt for brand extension strategies in order to create product differentiation and to increase revenue streams. 2 Foreword This work about brand extension strategy was really interesting and we learn a lot thanks to it. Otherwise, … These initiatives are called brand extensions, and they allow companies to leverage their brand awareness and equity to create more revenue streams. The Brand Extension is the marketing strategy wherein a new product is launched under the existing brand name. Brand Category Extension StrategyEffort to use a successful brand name to introduce a new product intoa different product category.Examples:Nike MP4 playerColgate toothbrushSony digital camera 19. Econet Wireless Zimbabwe is a Telecommunications, Media and Technology (“TMT”) company. The local trademark registration process in Zimbabwe takes approximately 12 months from the application date. If playback doesn't begin shortly, try restarting your device. In the 1990s, 81 percent of new products used brand extension to introduce new brands and to create sales. Staying ahead of the game in regards to developing new business trends means staying ahead of the competition. Pitta and Katsanis (1995) define it as extending a parent brand to a new product in the same product class or to a product which is completely new for company. Pros of sub-branding: Successful sub-brands can help advertise and increase exposure for the parent brand. However, brand extensions fail when the product lines are a distinct mismatch. The brand name may even cast a disagreeable light on the new product. For example, Colgate, a brand synonymous with dental care products, once tried to extend its brand to a line of frozen dinners. Consumers just didn't want minty-fresh lasagna. Nescafe: 5. BRAND EXTENSIONS• Using an existing brand name to promote a product in a different category, is Brand Extension.• Brand extension takes the advantage on paid for equity in reputed brand names. It is an important decision which will Brand extension works well for them. Pros of sub-branding: Successful sub-brands can help advertise and increase exposure for the parent brand. Irrespective of the extension, whether it is licensing or a new product, the extension should give an expression similar to the original brand. Brand extension increases the visibility of brand. The 007 fragrance is a good example of this. It is an important decision which will Brand extension is beneficial in enhancing new and already existing segments. Brand extensions are now a commonplace growth strategy for many companies. Accessories and apparel operate a bit differently. Beats is known for its fashionable premium-looking headphones. Horizontal extension includes line extension and category extension (Peter, 1989). A brand extension (some times called a category extension) is when a brand is known for one type of product starts selling a different type of product. Some example of brand extension are: Apple : from personal computers into MP3 players. An existing brand that gives birth to a brand extension is the parent brand. The article discusses various Brand extension examples and the types of brand extensions. It's sometimes known as Brand Extensions are an important brand growth strategy The popularity of ‘ Brand extensions’ rose since 1990s, with the increase in competition and the high costs of developing new brands (Chernatony & McDonald, 2002). However, Panera Grocery is a particularly good example of brand extension, not only because it highlights how to capitalise on shifting consumer demand, but also how a brand can successfully pivot into a different category Brand extension can be beneficial in terms of fulfilling consumers’ changing preferences and needs, wants and demands of the consumers. This calls for coordination and collaboration to improve effectiveness and avoid the duplication and wastage The brand extension involves using an existing brand name to launch a product in a different category. Once registered, a trademark in Zimbabwe is granted protection for ten (10) years. Brands Africa Zimbabwe was established in 2011 and was a consolidation of several smaller distribution companies, namely I. Fintz (Personal and Homecare), Amakai (Beverage and Fine Food) & Brands Direct (Cosmetics and Confectionary). Brand extension relates to the process of product development by introducing minor product variations. First, the "Complement" refers to consumers taking two product classes (extension and parent brand product) as complementary in satisfying their specific needs. What is a brand extension? Just like most other investment, it is substantial investment but do not confer any guarantee of returns. It was launched as a respond to the Diet Pepsi that was launched in 1964 and was acquiring great relevance in the market. This can succeed or fail spectacularly. Brand extension increases the visibility of brand. Capitalize existing brand assets: When market entry barriers are high, a company through brand extension can achieve growth by capitalizing its existing brand assets. If a different product form is within an entirely different product category, it will be a brand extension. Zimbabwe Report 5PREFACE Economic growth and development cannot be achieved without the availability of appropriate economic and social infrastructure. The Impact of Brand Extension on the Parent Luxury Fashion Brand: The Cases of Giorgio Armani, Calvin Klein and Jimmy Choo. Examples of Brand Extension Successes As we determined before, a company has to have leverage in the category it wants to go into. BRAND EXTENSIONS A Brand Extension occurs when a firm uses an established brand name to introduce a new product (approaches 2 or 3) When a new brand is combined with an existing brand (approach 3), the brand extension can also be called a sub-brand. The need to improve the quality of infrastructure services in Zimbabwe is It is There was almost no limit to the amount of merchandise in toys the Pokemon brand could come up with. Zimbabwe Report 5PREFACE Economic growth and development cannot be achieved without the availability of appropriate economic and social infrastructure. For example, Let's review. In this article, you’ll learn more about what a brand extension is and see examples of extension ideas that could inspire you. It was launched as a respond to the Diet Pepsi that was launched in 1964 and was acquiring great relevance in the market. An online survey was conducted to collect data. The local trademark registration process in Zimbabwe takes approximately 12 months from the application date. A company which is already branded in the market with a pre-defined image will make use of the same brand name to market a different product category. Tesla’s Brand Expansion Doesn’t Include Cars. Accessories and apparel operate a bit differently. This is the most sought-after brand extension strategy as it also helps in sales promotion and marketing the original product. They help establish brand loyalty and trust. According to Kotler, (2004 p.16) brand is "name, symbol, sign, term, or design or combination of those to identify product of one seller from others". Pitta and Katsanis (1995) define it as extending a parent brand to a new product in the same product class or to a product which is completely new for company. But companies would do well to take note and be careful to identify the kinds of swag they might not want to get into. It is The need to improve the quality of infrastructure services in Zimbabwe is Examples of Brand Extension Successes As we determined before, a company has to have leverage in the category it wants to go into. Horizontal extension includes line extension and category extension (Peter, 1989). BRAND EXTENSIONS• Using an existing brand name to promote a product in a different category, is Brand Extension.• When you introduce unrelated new product the brand extension fails and creates a bad association as well. Brand extension example – APPLE, Ferrari, etc. Secondly, th… Here are four successful brand extensions to serve as examples: 1. Brand extension: the launch of a new or modified product into the broader market category in which the brand operates (e.g., Stella Artois Cidre) Image: biggsreps.com.
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