Hunting success.

Successful brand extensions are not that easy to identify, develop and position. Just sticking a known name on a new product does not guarantee its success. In 1990s, 81% of all the new products used brand extension to introduce new brand! Because launching a new product does not only costs a company much time, but also a big budget (to create awareness and to promote the product’s benefits), managers better make sure that their brand extension is going to be a success!

First of all, it is very important to research what categories consumers will accept for the brand. A successful brand helps a company enter new product categories more easily, but without first knowing the consumers’ view of the boundaries of the brand, you are taking high risks!

Beside that, a brand extension should also have “leverage”. Without leverage, a brand extension is just a weak idea.

Conclusion: Even though a brand is well known, it needs much more than that to become a good candidate for brand extension.




Virginie Bohez