Brand extensions can be a great way to capitalize on the equity you have built in your brand and to increase sales by tapping into new markets. But not all brand extensions are successful. To maximize your chances of success, it's essential to understand what brand extension is and how to create a successful strategy for extending your brand.
A study by Y&R and Millward Brown revealed that nearly 60% of consumers had purchased a product from a brand they trust because they like the parent brand. Brand extensions can be an effective way to build on the trust and goodwill you have established with your customers.
So, what do you need to know if you're considering extending your brand? First, let's take a look at what brand extension is, some examples of successful and unsuccessful brand extensions, and the different types of brand extensions.
What is Brand Extension?
Brand extension is the process of using the equity of an existing brand to launch new products or services in new markets. When done correctly, a brand extension can be a very effective way to grow a business. But when it fails, the results can be disastrous.
The key to successful brand extension is understanding the different types of extensions available to you, then selecting the right type for your business. There are four basic types of Brand Extensions
- Product Extensions
- Geographic Extensions
- Channel Extensions
- Line Extensions
Each type of extension has its own risks and rewards. The key is to find the right balance for your business.
Product Extensions
Product extensions are the most common type of brand extension. Product extensions involve launching an existing product in a new market or with a new audience. Product extensions can be a great way to grow your business by tapping into new markets with products that have already been proven successful. However, there is always the risk that the new product will fail to live up to the expectations of the parent brand.
What is a Product Extension Best For?
Product extensions are best for businesses that want to grow by launching new products in existing markets. Product extensions can also be a good way to test new markets without the risk of damaging the parent brand.
Geographic Extensions
In order for a company to establish a global presence, it is often necessary to expand into new markets. This can be done through various methods, but one of the most common is a geographic brand extension. This involves taking a brand that is already established in one region and expanding it into another. There are many benefits to this approach, but there are also some risks that should be considered.
What is a Geographic Extension Best For?
One of the most significant advantages of a geographic brand extension is that it can help to build on existing brand equity. If a company has already built up a strong reputation in one area, then expanding into new markets can help to solidify this position. In addition, a geographic brand extension can also help to save on marketing and advertising costs. Companies can often piggyback off existing awareness and goodwill by using a familiar brand name.
However, there are also some potential drawbacks to consider. One of the biggest risks is that the brand may not translate well into new cultures. As a result, what works in one market might not be effective in another. In addition, there is also the danger of diluting the brand if it is expanded too quickly or into too many different markets. Therefore, careful planning and execution are essential when pursuing a geographic brand extension strategy.
Channel Brand Extensions
Another common type of brand extension is the channel extension. This involves taking a product that is currently only available in one channel and making it available in another. For example, a company that sells its products through retail stores may decide to launch an e-commerce site. Or a company that only sells direct to consumers may decide to start selling through retailers.
What is a Channel Extension Best For?
There are many reasons why companies may decide to pursue a channel extension strategy. One of the most common is that it can help to reach new customers. Companies can tap into new markets and reach new audiences by expanding into new channels. In addition, channel extensions can help increase sales by making it easier for customers to purchase products.
However, some risks are also to consider when pursuing a channel extension strategy. One of the most significant is that it can be challenging to control the message when products are being sold on multiple channels. It is also essential to ensure that the product's quality is maintained across all channels. Otherwise, this could damage the brand.
Line Brand Extensions
Line brand extensions are when a company expands its product line to include new items. These items can be in the same category as the original products or in a different category. For example, Coca-Cola has expanded its product line to include Dasani water, Powerade sports drinks, and Minute Maid juices.
Another example of a line brand extension is when companies take an existing product and offer it in a new size or package. For instance, L'Oréal Paris offers its shampoo and conditioner in different sizes for different needs. And Tide offers its laundry detergent in both liquid and powder forms.
What is a Line Extension Best For?
Line extensions are an excellent way for companies to introduce new products without starting from scratch. They can also be used to target new markets or segments. And since line extensions typically use the same brand name as the original product, they can benefit from pre-existing brand equity.
How to Plan a Brand Extension Strategy
Now that you know more about brand extension strategies, it's time to start planning your own. Here are a few tips to get you started:
Set Your Goals
Before launching a brand extension, it's essential to set some goals. What are you hoping to achieve with the new product? Are you looking to increase sales among existing customers or attract new customers? Once you have a clear idea of your goals, you can start developing a branding strategy to help you achieve them.
For example, if you want to increase sales among existing customers, consider using familiar branding elements such as logos and colors on the new product packaging. Alternatively, if you're hoping to attract new customers, you might want to create an entirely new branding campaign that will highlight the unique features of the new product.
Whatever approach you take, ensure your goals are front and center in your planning process.
Understand Your Audience
Before you can successfully extend your brand, you need to have a deep understanding of your target audience. What are their needs and wants? What motivates them? What are their pain points? Once you understand your audience, you can start developing a brand extension strategy that will resonate with them.
For example, let's say you're selling health supplements. Consider extending your brand into the fitness space by developing a line of workout apparel. This would be a natural extension for your target audience, as they are likely interested in health and fitness. By understanding your audience, you can develop a brand extension strategy that will allow you to tap into new markets and grow your business.
Survey Your Brand Reach & Identity
One of the most important aspects of planning a brand extension strategy is surveying your brand's reach and identity. This means understanding not only who your target audience is but also how they perceive your brand. For example, are you seen as a luxury brand or a budget-friendly option? Are you known for high quality or for being trend-forward? Once you clearly understand your brand identity, you can begin to plan which direction you want to take your brand extension.
For example, if you are a luxury brand, you may want to extend into higher-end products or services. Or, if you are known for being trend-forward, you may want to expand into new categories that are adjacent to your existing ones. Whatever direction you choose, be sure that it aligns with your brand identity and will resonate with your target audience.
Keep Your Resources in Mind
When you're planning a brand extension strategy, it's essential to keep your resources in mind. After all, you'll need to invest time, money, and workforce into making your new venture a success.
That means you'll need to carefully consider whether or not you have the right team in place and the necessary financial resources. Additionally, you'll need to ensure that your existing customers are on board with your new venture. You may find that your brand extension efforts fall flat if they're not.
However, by taking the time to plan carefully and by keeping your resources in mind, you can ensure that your brand extension strategy is a success.
Research Trends
When it comes to growing a business, there are many ways to skin the proverbial cat. Of course, before you embark on any brand extension strategy, you must do your homework. That means taking the time to understand your industry's latest research and trends. Only then will you be able to make informed decisions about which direction to take your brand.
Fortunately, many resources are available to help you stay up-to-date on the latest brand extension research and trends. One great place to start is with industry trade publications. These publications often have detailed articles about the newest brand extension strategies that companies are using.
In addition, several websites are explicitly devoted to brand extension news and information. By exploring these resources, you'll be in a much better position to develop a successful brand extension strategy for your business.
Keep a Close Eye on Competitors
While there are several factors to consider when planning a brand extension strategy, one of the most important is to keep a close eye on your competitors. By understanding what they are doing, you can stay one step ahead and avoid any potential pitfalls. One way to do this is to set up Google Alerts for your key competitors. This will ensure that you receive an email notification whenever they are mentioned online. Another useful tactic is to follow them on social media and sign up for their email newsletters. By staying up-to-date with their activities, you can be sure that your brand extension strategy is on track.
Engage with Existing Customers
Engaging with your existing customers is a great way to get started if you're thinking about launching a new product or service. You can get a better sense of how your new offering will fit into their lives by talking to them about what they need and want. And if you can find a way to connect your new offering to something they're already passionate about, you'll be that much more likely to succeed.
Of course, simply engaging with your customers isn't enough--you also need to have a solid plan in place. Define your goals, target market, and key performance indicators before you launch anything. Make sure you clearly understand how your new product or service will fit into the overall strategy of your business.
By taking the time to plan your brand extension strategy correctly, you'll be in a much better position to engage with your existing customers--and win them over for life.
Conduct a Thorough Research into New Markets
One of the most important things you can do is thoroughly research new markets. This will help you to identify potential opportunities and assess whether there is a good fit between your brand and the new market. You can use several different research methods, including surveys, interviews, focus groups, and secondary research. It's important to use a mix of methods to get a well-rounded market view.
Once you've gathered your data, it's time to analyze it. Look for patterns and trends in the data that will help you understand consumers' needs and wants in the new market. This information will be essential in developing a successful brand extension strategy.
Refine Your Strategy
Once you have an idea of what you want your brand extension to achieve, it's time to start refining your strategy. The first step is to define your target market. Who are you trying to reach with your new product or service? What needs does this target market have that your current offering doesn't address? Once you have a good understanding of your target market, you can start to develop a positioning strategy.
This will help you determine how to position your new offering in the marketplace to appeal to your target market. Once you have a clear positioning strategy, you can start to develop messaging and communications plans that will help support your brand extension. By taking the time to refine your strategy up front, you'll be in a better position to launch your brand extension successfully.
Track, Analyze, & Improve
Any business owner looking to expand their brand should first track, analyze, and improve their current standing before moving forward. By understanding where the business currently stands in terms of visibility and sales, it's easier to develop a plan that will raise the company's profile while also growing its customer base.
Additionally, analyzing the competition is crucial to determine what strategies have already been tried and which ones may be most effective for your brand.
Finally, it's essential to be prepared to improve upon the current strategy constantly; even the most well-thought-out plans can continually be improved upon as new information arises. By following these simple steps, any business owner can develop a strong brand extension strategy to help take their business to the next level.
Conclusion
Brand extensions can be a great way to grow your business and engage with new customers. However, it's essential to plan your strategy before launching anything carefully. First, conduct thorough market research, define your target market and objectives, and refine your positioning strategy. Then, track, analyze, and improve your brand extension strategy on an ongoing basis to ensure continued success.
