Picture this: you’re a company with a well-known brand name and a loyal customer base. You’re considering expanding your product line to reach new customers and increase revenue. But how do you do it without diluting your brand or confusing your customers?
That’s where brand extension comes in. It’s like taking your favorite food and adding a new twist to it, like putting bacon on a donut (yes, that’s a real thing). Brand extension lets you take your existing brand and add a new product or service that complements it in a unique way.
There are a few different ways to approach brand extension. One is to launch a new product or service that’s related to your existing offerings, like a sports apparel company releasing a line of athletic shoes. Another is to enter a completely different category, like a technology company launching a line of home appliances.
Alright, before we dive deep into this hot topic, let’s understand the main goal behind brand extension-
Brand extension is when a company uses its existing brand name to launch new products or services in different categories. For example, a clothing brand may launch a line of perfumes or a food brand may start selling kitchen utensils under the same brand name.
What’s the main goal?
- Use an established brand name and reputation
- Launch new products or services in different categories
- Create new revenue streams
- Strengthen the overall brand identity
- Increase brand loyalty
Five Fun Examples Of Brand Extension:
Coca-Cola – The fizzy drink brand that you love has extended its brand into clothing, home decor, and even theme parks with its World of Coca-Cola attraction in Atlanta, Georgia. You can now have Coca-Cola not only in your glass but also in your wardrobe!
Apple – The tech giant that changed our lives has extended its brand from computers and smartphones to smartwatches, wireless earbuds, and home speakers. With Apple products, you can stay connected to the world wherever you go!
Amazon – The online shopping site we all know and love has extended its brand into various categories such as cloud computing, digital streaming, and even physical retail stores. Now, you can find just about anything you need on Amazon, and even pick it up at Whole Foods!
LEGO – The toy company that lets you build your world has extended its brand into video games, movies, and theme parks with its LEGOLAND attractions. With LEGO, you can let your imagination run wild and build whatever you can dream up!
Nike – The sporty brand that helps you be your best has extended its brand into other sports-related categories such as fitness equipment, sports watches, and even mobile apps. With Nike products, you can stay fit, track your progress, and be the best version of yourself!
Seven Proven Strategies For Brand Extension
Stay true to your brand identity: When extending your brand, it’s important to maintain your brand identity and core values. Consumers should be able to recognize the brand and feel confident that the new products or services align with the brand’s overall vision.
Leverage existing customer base: A loyal customer base is a valuable asset when extending a brand. Companies should leverage their existing customer base by promoting new products or services through targeted marketing and advertising campaigns.
Choose the right category: When extending a brand, it’s important to choose the right category that complements the existing brand and appeals to the target audience. Companies should conduct market research and analyze consumer trends to identify the best category for brand extension.
Ensure product quality: The new products or services should maintain the same level of quality that consumers expect from the existing brand. Companies should invest in product development and quality control to ensure customer satisfaction.
Create a unique value proposition: The new products or services should offer a unique value proposition that differentiates them from competitors in the market. Companies should highlight the unique benefits of the new products or services in their marketing campaigns.
Partner with complementary brands: Partnering with complementary brands can help companies extend their brand and reach new audiences. For example, a clothing brand may partner with a jewelry brand to launch a new line of accessories.
Monitor consumer feedback: Companies should monitor consumer feedback to identify any issues or concerns with the new products or services. This feedback can help companies make improvements and refine their brand extension strategy over time.
PROs and CONs of Brand Extension
Pros:
Brand recognition: Using an existing brand name can help to create awareness and recognition for the new product, which can save significant marketing expenses.
Customer loyalty: Customers who are loyal to the existing brand are likely to be more willing to try the new product, as they already trust the brand and are familiar with it.
Increased revenue: Brand extension can lead to increased revenue as it offers the company a way to capitalize on its existing brand equity without having to develop a new brand from scratch.
Reduced risk: Brand extension can be a less risky option than launching a completely new brand since the existing brand already has an established reputation and customer base.
Cons:
Dilution of brand equity: Brand extension can dilute brand equity if the new product does not meet the same quality standards or is not consistent with the values and attributes of the existing brand.
Consumer confusion: Consumers may become confused about what the brand stands for if the new product is too far removed from the existing brand’s core product line.
Cannibalization: Brand extension can cannibalize sales of the existing product if the new product is too similar, causing consumers to switch from the old to the new product.
Failed extensions: Not all brand extensions succeed, and a failed extension can damage the existing brand’s reputation and customer loyalty.
Experience the WOW factor while extending your brand.
Communication Crafts is a leading marketing company that has been providing top-notch brand marketing and brand extension solutions for more than 17 years. With a hive of experts who are always buzzing with creativity and innovation, we have helped numerous brands to grow and expand their reach in the market.
So if you are looking for a reliable and experienced partner to help you with your brand marketing and extension needs, we are the perfect choice.
