Comments on: Top Brand Extensions http://www.brandxpress.net/2007/03/top-brand-extensions/ Tue, 27 Jul 2010 16:28:55 +0000 hourly 1 http://wordpress.org/?v=3.0 By: pwintphyusoe http://www.brandxpress.net/2007/03/top-brand-extensions/comment-page-1/#comment-3983 pwintphyusoe Mon, 15 Jun 2009 18:41:02 +0000 http://www.brandxpress.net/2007/03/top-brand-extensions/#comment-3983 can anyone tell me how did the clorox fail when they participate in brand extension??? i think, they try to intorduce the laundary detergent,then wat happen... PLSS REPLY ME>>>>> thx. with regards...PHYU can anyone tell me how did the clorox fail when they participate in brand extension??? i think, they try to intorduce the laundary detergent,then wat happen… PLSS REPLY ME>>>>> thx. with regards…PHYU

]]> By: Tate Linden http://www.brandxpress.net/2007/03/top-brand-extensions/comment-page-1/#comment-2235 Tate Linden Sat, 17 Nov 2007 02:54:28 +0000 http://www.brandxpress.net/2007/03/top-brand-extensions/#comment-2235 Following on what David stated - I wonder how many companies choose to launch stealth brands as opposed to brand extensions. Everyone always talks about how Clorox also happens (happened) to own Hidden Valley Ranch. THAT is a brand extension that would've failed and done damage to both brands. But as a stealth extension it seems to be doing well. http://investors.thecloroxcompany.com/releasedetail.cfm?ReleaseID=217906 Following on what David stated – I wonder how many companies choose to launch stealth brands as opposed to brand extensions. Everyone always talks about how Clorox also happens (happened) to own Hidden Valley Ranch.

THAT is a brand extension that would’ve failed and done damage to both brands. But as a stealth extension it seems to be doing well.

http://investors.thecloroxcompany.com/releasedetail.cfm?ReleaseID=217906

]]> By: admin http://www.brandxpress.net/2007/03/top-brand-extensions/comment-page-1/#comment-2014 admin Thu, 08 Mar 2007 17:29:54 +0000 http://www.brandxpress.net/2007/03/top-brand-extensions/#comment-2014 David, I totally agree with you. I had the smaller brands in mind when I was talking about the equity damage, brands that can hardly survive after an extension failure. But your point is extremely valid as in the end, the result is the business damage. David,

I totally agree with you. I had the smaller brands in mind when I was talking about the equity damage, brands that can hardly survive after an extension failure.

But your point is extremely valid as in the end, the result is the business damage.

]]> By: David Taylor (from Where'sTheSausage) http://www.brandxpress.net/2007/03/top-brand-extensions/comment-page-1/#comment-2013 David Taylor (from Where'sTheSausage) Thu, 08 Mar 2007 16:37:44 +0000 http://www.brandxpress.net/2007/03/top-brand-extensions/#comment-2013 The research for our book on brand extension (Brand Stretch: Why 1 in 2 extensions fail and how to beat the odds) suggested that the biggest risk of extension was not equity damage as you suggest. This is actually quite hard to do...you have to really screw it up big time...there are a handful of cases like this (e.g. in the UK Persil Power detergent rotting clothes). The much bigger risk is in fact BUSINESS damage...diverting time, effort and money from the core business onto brand extensions that are small. The risk is especially big when brand stretch into markets where they have no added value: what I call "Brand ego trips". More here: http://wheresthesausage.typepad.com/my_weblog/2006/09/easygroups_bran.html The research for our book on brand extension (Brand Stretch: Why 1 in 2 extensions fail and how to beat the odds) suggested that the biggest risk of extension was not equity damage as you suggest. This is actually quite hard to do…you have to really screw it up big time…there are a handful of cases like this (e.g. in the UK Persil Power detergent rotting clothes).

The much bigger risk is in fact BUSINESS damage…diverting time, effort and money from the core business onto brand extensions that are small. The risk is especially big when brand stretch into markets where they have no added value: what I call “Brand ego trips”. More here:
http://wheresthesausage.typepad.com/my_weblog/2006/09/easygroups_bran.html

]]> By: Ron E http://www.brandxpress.net/2007/03/top-brand-extensions/comment-page-1/#comment-2012 Ron E Thu, 08 Mar 2007 14:29:20 +0000 http://www.brandxpress.net/2007/03/top-brand-extensions/#comment-2012 This is for sure a very interesting issue for most (all, I'd guess) brand managers. The complexity of doing a brand or product extension is immense and the dangers are biiiig and real! However, if it is well planned and executed, with a brand that allows this type of extensions, the brand's equity might increase, leveraging the whole brand/company's financial situation. One tip on creating a brand that allows (more easily) for extensions: Create the brand from a concept that is relevant and connected to the target market, not the other way around. First create and test the concept-brand, and then attach the products to be sold under it. With a lot of time, resources and research this is possible. Thanks, Ron E. http://www.brandcurve.com This is for sure a very interesting issue for most (all, I’d guess) brand managers. The complexity of doing a brand or product extension is immense and the dangers are biiiig and real! However, if it is well planned and executed, with a brand that allows this type of extensions, the brand’s equity might increase, leveraging the whole brand/company’s financial situation.

One tip on creating a brand that allows (more easily) for extensions: Create the brand from a concept that is relevant and connected to the target market, not the other way around. First create and test the concept-brand, and then attach the products to be sold under it. With a lot of time, resources and research this is possible.

Thanks,
Ron E.
http://www.brandcurve.com

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