We have been talking about some interesting cases of brand extension and if they could be successful in the future or not. It was also a good point from Melanie and Laura to look for which particular brands it would be a good or a bad thing to make use of brand extensions because of the consumer’s needs.
But the question we haven’t asked yet is whether we are talking about a brand extension or a brand stretching?
Brand Extension as we talked about it, refers to the use of a successful brand name to launch a new or modified product in the same market. For example; The Lucozade brand one of the Energy water market leaders in the US, they started out with baby juices and are now most famous for their energy drinks.
Brand Stretching on the other hand refers to the use of a famous brand name for products in unrelated markets; basically it is building whole new businesses under one big name. For example; the Virgin brand, this emporium of Sir Richard Brandson, also “ The Stretch King” has created over 200 different businesses each under the name “ Virgin …”.
Brand Stretching on the other hand refers to the use of a famous brand name for products in unrelated markets; basically it is building whole new businesses under one big name. For example; the Virgin brand, this emporium of Sir Richard Brandson, also “ The Stretch King” has created over 200 different businesses each under the name “ Virgin …”.
Stephan Cammaert
http://brandchannel.com/features_effect.asp?pf_id=198
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