A brand is probably the most important business asset; it may be valued at 5-50% of the total value of the company or even above in some cases.
Brand management has become quite a complex issue today and as brands get bigger and more important, there is a tendency to milk more out of the star performing brands.
However brand extensions do have their pitfalls and may jeopardize a company’s competitive position, it can lead to clutter, confuse a consumer thereby affecting his choice.
Some Examples:
Colgate recently tried experimenting with ready to eat meal products!!!
Levis attempting an equally ludicrous proposition by seeking entry into men’s suits
But brand extensions do have a positive side to them, It is cheaper to extend a brand rather than create a new brand , it is less risk and more cost effective.
DAVID TAYLOR states in brandstretch that 'brand extensions are typically 23% more successful, 34% cheaper and 61% better at driving a repeat purchase' .
When considering brand extensions the following questions must be considered:
Where to extend
What to extend
How to extend
Therefore clarity of thought, consistency, thorough risk analysis, benefits offered and value created all need to ensure that the extension fits the business objectives.
Some Examples Of companies that have embraced brand extension rather successfully are:
BMW: A brand well known for its premium priced saloon cars immediately saw an opportunity in the high growth Sports Utility Vehicle segment and launched the X series SUV.
Another equally good example for brand extension is Virgin which also happens to be one of the most diverse brands in the world, with respect to travel virgin has its flagship Virgin Atlantic, Virgin Express for the discount traveler, Virgin Blue in Australia and also operates two UK rail franchises and sells tour packages through Virgin Holidays.
In the fast changing markets today extensions are simply the moving centre of gravity of business as both the market and the customers advance.
Excerpts taken from Marketing Genius, BrandStretch
NIKHIL SHARMA (E BIZ)