Post by sakibkhan51 on Feb 28, 2024 6:11:00 GMT
At the basis of a good brand extension project is the concept of coherence : it is essential that the new product reflects the mission and values of the brand. A successful example is that of Pan di stelle with the introduction of the cocoa spread. The Barilla brand , in fact, exploits its notoriety and develops a new product with the aim of consolidating its presence in the breakfast market. In this way, it attempts at the same time to take away some share from its main competitor and market leader , Nutella . pandistelle But there are many virtuous cases, among which we remember the product highly appreciated by users Duracell Powermat, a wireless charger for mobile devices, launched by Duracell . As well as the Starbucks Verismo , a coffee machine to try the inebriating flavor of Starbucks American coffee directly at home. For true geeks , however, there is the Google Wallet App, an application created by Big G to pay via mobile in participating stores.
And how can we forget, on the other hand, one of the best-known examples of brand extension: Walt Disney , whose image was initially linked to the world of cartoons and animated films and which today is present in different markets, starting from that of theme parks (Disneyland), up to the very recent Disney+. …and some avoidable experiments One of the main risks that brands face when carrying out a brand extension is the failure of a new product, or its inconsistency with the company's core business , which Morocco Phone Number can even damage the overall image and reputation of the brand. The infamous phenomenon of cannibalization could also occur , whereby the new product leads to a decrease in sales of another product of the same brand. A well-known example is the line of frozen ready meals promoted by Colgate .
It goes without saying that the product is a flop: in fact, the association of the taste of toothpaste with that of a hot meal is anything but pleasant. It was precisely the fame of the brand, which has been consolidated in the consumer's imagination for years as an oral hygiene product, that was the main obstacle to the success of the operation. colgate brand extensions Another example concerns the Zippo brand : the famous lighter brand which, for a certain period, produced women's perfumes. The choice of a completely different sector, the packaging too similar to a cowboy lighter and a very different target, led the company to a total flop. But let's get to TikTok's brand extension TikTok is now the most popular social network among young generations. It averages over 130
And how can we forget, on the other hand, one of the best-known examples of brand extension: Walt Disney , whose image was initially linked to the world of cartoons and animated films and which today is present in different markets, starting from that of theme parks (Disneyland), up to the very recent Disney+. …and some avoidable experiments One of the main risks that brands face when carrying out a brand extension is the failure of a new product, or its inconsistency with the company's core business , which Morocco Phone Number can even damage the overall image and reputation of the brand. The infamous phenomenon of cannibalization could also occur , whereby the new product leads to a decrease in sales of another product of the same brand. A well-known example is the line of frozen ready meals promoted by Colgate .
It goes without saying that the product is a flop: in fact, the association of the taste of toothpaste with that of a hot meal is anything but pleasant. It was precisely the fame of the brand, which has been consolidated in the consumer's imagination for years as an oral hygiene product, that was the main obstacle to the success of the operation. colgate brand extensions Another example concerns the Zippo brand : the famous lighter brand which, for a certain period, produced women's perfumes. The choice of a completely different sector, the packaging too similar to a cowboy lighter and a very different target, led the company to a total flop. But let's get to TikTok's brand extension TikTok is now the most popular social network among young generations. It averages over 130