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BRAND
EXTENSIONS AND
HOW THEY CAN
BENEFIT YOUR
COMPANY
Content
Brand Extension
Brand Extension - Examples
Types of Brand Extension
Benefits of Brand Extension
Take Away
Brand Extension
If you own a company and
expand to offer a new
product, would you give that
product a name that is
related to the name of your
business? If the answer is
yes, the new product would
be considered a brand
extension.
Brand Extension Examples
There are many ways companies can use brand
extensions. Here are some examples:
Snickers: With its creation of Snickers ice cream bars.
Hershey’s: With its creation of Hershey’s chocolate milk.
Febreze: With its creation of Febreze car air fresheners.
Types of Brand Extension
There are many ways companies can use brand extensions.
Here are some examples:
Line extension
These are used to release a product that is a variation on an existing one.
Product extension
This is when a company launches an entirely new product and related to the
existing products the company sells.
Extension of company expertise
These are extensions that occur based on the expertise of the company.
Extension of customer franchise
This is when the company’s product range is extended.
Extension of brand distinction
These are brands that extend based on the unique benefits they offer their
customers.
Benefits of
Brand
Extension
Raising brand awareness. Greater
chance of success for new
products that are already related
to a reputable company name.
New products can attract
customers who will try other
products the company
manufactures.
Cost of developing a new brand,
including some web design and
branding expenses, will be
avoided.
Boosts image and energy for the
brand.
Gives the brand a leg up on its
competition.
Take Away
Brand extensions can help your company to grow.
However, they will only have a positive impact if your
product is successful. Do what you can to create a
product you know your customer base will love and
follow it up with marketing that will appeal to your
target audience. Good luck making your brand
extension work for your business.