13 of the Most (& Least) Successful Brand Plug-ins to Inspire Your personal

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I was in amazement of Hailee Steinfeld’s performance after watching her in The Edge of Seventeen. The girl performance was so great that it earned the girl a Golden Globe nomination for Best Actress.

But what amazes me about Steinfeld isn’t the girl acting prowess. It is that she’s furthermore just as accomplished like a singer. Steinfeld offers collaborated with some of the most famous musicians such as Zedd, Florida Atlanta Line, and Alesso to produce three hit songs that have most of reached the Billboard Hot 100 record chart.

Although Steinfeld is mainly known for her acting grinds, her singing capabilities bolster her respect as a performer plus stretch her brand to more viewers and fans. And just like her venture into music, companies often extend their brand to develop new products in industrial sectors where they have no any market share.

These initiatives are called brand extensions, plus they allow companies in order to leverage their brand awareness and collateral to create more revenue streams.

In this post, you’ll learn more about such a brand extension is definitely and see examples of expansion ideas that could encourage you.

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Just what brand extension?

Brand expansion is a marketing strategy which involves a company using its well-researched brand name or image to introduce a new product or item categories to its customer base.

This strategy works best once the new product category relates to its parent classification and is something customers and customers want.

Many companies use brand plug-ins because it allows them to leverage their parent brand’s brand attention and authority to achieve new demographics plus open up new product sales channels.

One company that will brand extensions properly is Apple.

Although Apple began as a technology corporation that makes only computer systems (Macs), it quickly extended its manufacturer product line to include music gamers (iPods), mobile devices (iPhones), and tech add-ons (Apple Watch plus Earpods). Even though each one of these new products are different, recognized works because Apple company didn’t drift too far from its parent product category. Instead, this leveraged its brand name to make penetrating the market a success.

What are the types of brand extensions?

Depending on the type of customers you have and what you wish to achieve as a brand, you need to decide which brand name extension strategy is right for your company.

Here are five various extension strategies which could work for you.

Line Extension

A line extension is any time a parent brand launches a new product line in the category already acquainted with its customers. With a line extension, brand names don’t have to create new categories.

A great example of a series extension is whenever soft drink companies expose new flavors to their existing drink lineup. Other examples can include introducing new scents, sizes, and colors to a product line.

Complementary Product Extension

Another way an established brand can extend itself is by producing complementary products because of its main products.

For example , Nike, a sports brand, produces various equipment, would wear, and other sport-related items that complement one another. We’ve also observed toothpaste companies use this type of extension for their original brand with the addition of toothbrushes and other dental care products as new categories.

Customer Base Expansion

A business can create a branding expansion for itself by launching different item categories for a solitary demographic.

Procter & Gamble (P& G), for example , will this well with the Pampers brand. Although P& G focuses on various products, the Pampers line targets making products such as diapers and baby wipes for babies.

Company Authority Extension

Companies with high levels of authority within their sector can leverage this authority to generate new products.

For instance, Samsung has a massive brand name in the technologies space that allows them to launch different items in related classes with a measure of success. And because of its brand name image, most customers wouldn’t mind using a new product, whether it’s an air conditioner or a mobile phone.

Brand name Lifestyle Extension

Who would possess thought a tequila line from an energy company would sell out within a few hrs? Well, Tesla achieved it. And it was mainly due to the personality plus lifestyle of its TOP DOG, Elon Musk.

However , Elon and Tesla are not the only real ones to use a celebrity’s lifestyle to extend a current brand. Other instances include Adidas/Kanye West’s Yeezy lineup and Fenty (a brand name under LVMH) along with Rihanna.

What separates the very best brand extensions from your worst?

Historically, the most successful brand extensions would be the ones that carefully tie to the company’s core brand or even flagship product, like Gerber’s baby clothing and Dole’s frozen fruit bars. By entering tangential marketplaces that can preserve their own brand’s unique associations and perceived high quality, companies can launch new products that customers intuitively understand the benefits of, even though they’ve never seen them on the shelf.

On the other hand, a company can also take advantage of its brand and, in turn, ruin it.

Developing a new product in a market that will isn’t closely associated with your flagship item or core brand name, like what Zippo did with its women’s perfume, could cause several problems.

It might result in undesirable associations to your brand plus weaken its existing associations and harm your established products’ perceived quality.

So whether you are a SaaS company or a consumer brand thinking about extending your own product line, check out our own list of the most plus least successful brand extensions to help encourage your own.

Types of Good Brand Extensions

1 . Reese’s Puffs Cereal

Reese's Brand Extension -- Cereal

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Reese’s Puffs was my favorite cereal we were young, so I might be just a little biased here. But with all the chocolate-flavored food around in the mid-90s, Reese’s Peanut Butter Cup’s entrance to the cereal market has been smart and natural.

Today, with some ad campaigns featuring how kids can eat their favorite chocolate for breakfast, Reese’s Puffs has helped General Mills, its conglomerate, capture the second-biggest slice of the cool cereal market share.

2 . Food Network’s Kitchen area Items

Food Network Kitchen Items Brand Extension

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With an market of over thirteen million people, Foods Network remains among the world’s biggest TELEVISION channels.

Considering that many people were interested in what it does, Food Network saw an opportunity to extend its brand by partnering along with Kohl’s Corporation to launch its kitchen area and cookware products.

The collaboration was a success due to the fact Food Network served a specific audience with what they needed.

3. Gillette’s Razors & Shaving Supplies

Gilletes Razors BRand Extension Image Source

Gillette’s extension into making shaving products alongside its safety razor cutting blades was a smart proceed. Why? It’s difficult to imagine someone waxing without using shaving lotion, foam, or skin gels?

It was nearly a necessity for Gillette to produce this supporting good for its range topping product.

four. Star Wars Figures

Star Wars Action Figure Brand Extension Image Source

Although Star Wars was popular among grown ups when the movie was initially released in 1977, many children didn’t like it as much.

So how did the particular franchise become popular these days? The Star Wars brand extended in to the toy market. Along with action figures from characters in the movies, Star Wars was able to appeal to a new audience, develop brand awareness plus make a ton of sales in the process.

5. Colgate’s Toothbrush

Colgate Brand Extension Image Source

Exactly like Gillette’s razors plus shaving products, Colgate’s toothpaste and toothbrush are complementary products. But unlike the former example, you actually need a toothbrush to make use of toothpaste. Otherwise, you can’t brush your teeth.

In my opinion, Colgate’s decision to enter the toothbrush market was a requirement and one of its best moves, helping it secure the third-largest slice of the dental care market.

6. Honda’s Lawn Mowers

Honda Lawn Mower Image Source

Honda’s line of lawnmowers might not elicit the most satisfying memories of years as a child. Still, its entrance and success in a saturated market talk volumes for a company primarily known for promoting cars.

By leveraging its knowledge in small motors to enter the lawn mower market within 1978, it now boasts the seventh-largest slice of market share in the global lawn mower industry.

7. Sunkist’s Vitamin D Tablets

Sunkist Brand Extension

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Featuring orange juice as its flagship item, Sunkist’s brand provides associations with oranges, health, and power. Sunkist produced vitamin C tablets that spawned an entire arm of business specialized in vitamins and supplements to both bolster and leverage this association simultaneously.

Examples of Unsuccessful Brand Extensions

Not every brand extension can be a hit. Here are a few examples of brands that have made brand extension mistakes — and the lessons you can learn from them.

8. Cadbury’s Instant Mashed Potatoes

Cadbury Brand Extension Image Source

Cadbury is known for making high-end chocolate and candy. When it started producing low-end foods, like instant mashed potatoes, it’s unsurprising to learn that its association with the finest chocolates weakened.

Smash, its instant mashed potato brand, actually reached mainstream success, but it was at the expense of lowering its flagship product’s perceived quality. Cadbury eventually sold Smash in 1986, over 20 years after introducing its instant mashed potatoes to the planet.

9. Levi’s Tailored Classics

Levis Brand Extension Image Source

When Levi’s introduced Tailored Classics in the early 1980s, it already owned a large share of its target market, so that it wanted to enter some new markets to sustain its high growth rate.

One of these markets was men’s suits, but since its brand was heavily associated with a casual, rugged, and outdoorsy lifestyle, Levi’s new product line conflicted with its core identity and failed to catch on.

Consumers trusted Levi’s to create durable clothing which could endure the wrath of mother nature, but, for that very reason, they did not trust them to provide high-end tailored suits.

10. Pillsbury’s Frozen Microwave Popcorn

PillsBury Brand Extension Image Source

Despite the fact that Pillsbury is known for producing foodstuffs, its frozen microwave popcorn couldn’t compete with Orville Redenbacher or General Mills’ Pop Secret because its product positioning of being “frozen for freshness” didn’t offer enough value. Sure, sticking your popcorn in the freezer is convenient (I guess), but that benefit pales in comparison to enjoying a better-tasting popcorn.

11. Samsonite’s Outerwear

Samsonite Brand Extension

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While Samsonite’s outwear is more fashionable than Levi’s Tailored Classics, it still is suffering from the same problem as Levi’s failed product line the brand extension doesn’t align with Samsonite’s core identity.

Samsonite is known for making high-end luggage, suitcases, and business bags. So unless it thinks its flagship product’s elegant characteristics can transfer to a completely unrelated manufacturer product line, its venture into the clothing industry could diminish its brand equity. This is probably the reason Samsonite doesn’t list outerwear on its website anymore.

12. Arm & Hammer’s Underarm Anti perspirant Spray

Arm n Hammer Brand Extension

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Arm & Hammer has successfully extended its brand from an odor-neutralizing baking soda to laundry detergent, carpet deodorizer, and even cat litter. But one product line that isn’t the best fit for its brand is an underarm deodorant spray. Applying a product that shares an ingredient with heavy-duty cleaning supplies to such a sensitive part of the body doesn’t jive well with consumers .

13. Colgate Kitchen Entrees

Colgate Brand Extension

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Although Colgate did well by extending its brand and creating different oral care products, it failed to enter the food space.

This brand extension was a failure mainly because attempting to sell frozen food was in sharp contrast with Colgate’s brand identity. Since its audience already associated the brand name with dental care, it was hard for them to see the company differently.

Grow Your Brand

While a brand extension has its benefits, you also need to know that extending your brand into unchartered waters would also have challenges.

So before you implement any extension technique for your business, ensure it’s in line with what your ideal consumer wants.

Does it make any logical sense to start marketing a new product to my customers? What benefit would a consumer derive from this new brand or product? Have I done enough research to know how a brand extension would affect my original brand?

Once you answer those questions, then you can certainly start thinking about effective ways to grow your brand.

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