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Brand Extension & Growth

Leverage Your Brands as Inspiration for Business Growth
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Overview:

What is Brand Extension?

A robust brand extension strategy is essential to prosper and maintain relevance in today’s hyper-competitive marketplace. In some ways, brand extension represents the most efficient and logical way to achieve profitable brand growth, yet many companies struggle with how far to stretch. Play it too safe and the likely result will be close-in, ho-hum line extensions that underwhelm customers and are short-lived in the market. Stray too far from your brand’s core positioning and you risk diluting valuable equity.

The Components of Effective Brand Extension

In order to be successful when extending brands, it is important to make sure you are remaining true to your positioning and what you stand for. However, while respecting guardrails and protecting equity is imperative, it's also important to view brands as a source of inspiration for innovation and new product development.

When considering possible paths for extension, it is important to look at brands across multiple dimensions—not just tangible attributes (such as product categories and usage occasions), but intangible dimensions as well (e.g., persona and emotional benefits).

Brand Permissions

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Our Process

Questions
Addressed


  • Which brand attributes represent the most lucrative opportunities for extension/growth?
  • What are brands’ “bounds of extendibility”— territories that should be considered off limits?
  • Which brand-centric growth opportunities are the most financially lucrative for the business?

Typical
Challenges


  • The brand’s positioning and key attributes are not as well understood as they should be
  • Finding intersections between “big ideas” and opportunities that are consistent with brand positioning
  • The temptation to play it safe by resorting to close-in, “flavor of the month” line extensions

Ensuring
Success


  • Thinking big; considering the brand as a source for inspiration and transformational growth
  • Considering both tangible and intangible attributes of the brand as means for extension
  • Identifying a balanced portfolio of extensions (i.e., both conservative and transformational)
Get to Know More
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Ever Wonder Why Most Brand Extensions Fail?

Learn the Seven Main Pitfalls of Brand Extension and How to Avoid Them

Brand Extension & Growth Case Studies

New vs. Existing Brand: Identifying the Ideal Solution

New vs. Existing Brand: Identifying the Ideal Solution

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Formulating the Brand Strategy for a Product Launch

Formulating the Brand Strategy for a Product Launch

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Uncovering Unmet Needs to Enhance Brand Experience

Uncovering Unmet Needs to Enhance Brand Experience

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Positioning a Premium Brand in a Commodity Category

Positioning a Premium Brand in a Commodity Category

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Adding Clicks and Order to Bricks and Mortar

Adding Clicks and Order to Bricks and Mortar

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Bundling and Pricing Services to Drive Business Growth

Bundling and Pricing Services to Drive Business Growth

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Extending an Established Brand to Drive Growth

Extending an Established Brand to Drive Growth

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Let’s get in touch!