Comments on: Top 5 Risks of Brand Extensions

By: Excessive Brand Extensions Can Dilute Your Brand

Excessive Brand Extensions Can Dilute Your Brand — Mon, 03 Sep 2007 02:37:18 +0000

[...] week, I published a post called Top 5 Risks of Brand Extensions. The number one risk on the list was: too many brand extensions can dilute your brand overall. [...]

By: Prescott Perez-Fox

Prescott Perez-Fox — Fri, 31 Aug 2007 05:19:55 +0000

I’m planning to write a post on my recent purchase of a Sealy Posturepedic office chair. Wait, isn’t that a mattress? Yes, it is.

By: Susan Gunelius

Susan Gunelius — Thu, 30 Aug 2007 18:36:08 +0000

Prescott and Jennifer, I completely agree that the worst brand extension is when a company extends a brand into a category that makes no sense. It often turns me off of the brand entirely, too.

By: Jennifer

Jennifer — Thu, 30 Aug 2007 08:56:18 +0000

I can’t think of anymore but I agree smack on with your #1. That’s a big reason I won’t use a brand — I don’t have time to sit around a store with a six year old trying to figure out what’s what. I’ll go with one that offers me one or two choices. I agree with the comment above too. Brands that all of a sudden make something new and weird for their name freaks me out. Oh. Like that green shampoo bottle, Fruitress or something? (I can’t remember the name) I use organic haba stuff so it doesn’t matter; but I did see the ads for their new face cream line and all I kept thinking was, “that’s hair stuff, why would I put it on my face?”

By: Prescott Perez-Fox

Prescott Perez-Fox — Tue, 28 Aug 2007 17:04:40 +0000

Generally I don’t like brand extensions for these very reasons. My favourite example of #3 is when Coke debuted Diet Coke to compete with Diet Pepsi — unfortunately, in the process they totally killed their own Tab brand. A better approach would be to introduce (or maintain) a new brand the way Heineken introduced Amstel Light to exist in the light beer arena.

I also hate when brands extend to an area that makes no sense. CAT makes messenger bags and boots, which are quite different from industrial farming and mining equipment. Somehow, in that case it works. But I would never drink Microsoft Soda, for instance.

By: Top 5 Reasons to Extend Your Brand

Top 5 Reasons to Extend Your Brand — Tue, 28 Aug 2007 01:25:57 +0000

[...] risks of extending your brand. [Edited to add: you can read the Top 5 Risks of Brand Extensions here.] Tags:brand branding marketing top 5Share [...]