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Product Line Stretching
Introducing new products into a product line; the use of an
established product’s brand name for a...
J7 Juice
• J7 means Seven Juices in 1992
• Within 8 years brand stretched by 3 times – 9
juices+11 nectars
Baltika Beer
• Beer appeared in 1993 as «Baltika Original»
• Added: «№ 1 Special», «№ 2 Extra» и «№ 3
Blonde», and «Origin...
Danone milk products
Green Coke
• Healthy lifestyle trend
• New version - «Coca-Cola
Life»
• Positions as healthy alternative
• Green label ins...
Crystal Pepsi
• Crystal Pepsi — without caffeine
• Healthy alternative
• Consumers got used to the color of classic
Pepsi
...
Lay’s Frito-Lay WOW!
• Fat-free chips – too good to be truth
• Fat was substituted by very harmful staff called
“Olestra”
...
McDonald’s Аrch deluxe
• The Arch Deluxe was a signature hamburger sold
by McDonald's in 1996
• marketed specifically to a...
Brand extension
• Brand extension involves the use of a brand
name established in one product class as a
vehicle to enter ...
Brand extension by Lady
Gaga
Brand extension by Apple
in 1986
Creative brand
extension by Apple in
1986
Brand extension by Camel
Brand extension by Harley
Davidson
Brand extension by Harley
Davidson
Bran extension by
Caterpillar
Successful brand extension
by Caterpillar
Brand extension
by Xerox
Brand extension
Brand extension
Brand extension
Brand extension
Brand extension
Brand extension
Brand extension
Brand extension
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Brand extension

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Transcript of "Brand extension"

  1. 1. Product Line Stretching Introducing new products into a product line; the use of an established product’s brand name for a new item in the same product category. This means that company produce more products in different ranges; from higher end to lower end products.
  2. 2. J7 Juice • J7 means Seven Juices in 1992 • Within 8 years brand stretched by 3 times – 9 juices+11 nectars
  3. 3. Baltika Beer • Beer appeared in 1993 as «Baltika Original» • Added: «№ 1 Special», «№ 2 Extra» и «№ 3 Blonde», and «Original» became № 4 • Now: 13 types of beer+4 types of beer coctails+snacks
  4. 4. Danone milk products
  5. 5. Green Coke • Healthy lifestyle trend • New version - «Coca-Cola Life» • Positions as healthy alternative • Green label instead of red • If green = life, then red=death
  6. 6. Crystal Pepsi • Crystal Pepsi — without caffeine • Healthy alternative • Consumers got used to the color of classic Pepsi • failure
  7. 7. Lay’s Frito-Lay WOW! • Fat-free chips – too good to be truth • Fat was substituted by very harmful staff called “Olestra” • Digestive problems
  8. 8. McDonald’s Аrch deluxe • The Arch Deluxe was a signature hamburger sold by McDonald's in 1996 • marketed specifically to adults • The Arch Deluxe was a quarter pound of beef, on a split-top potato flour sesame seed bun topped with a circular piece of peppered bacon, leaf lettuce, tomato, American cheese, onions, ketchup, and a "secret" mustard and mayonnaise sauce • one of the most expensive flops of all time
  9. 9. Brand extension • Brand extension involves the use of a brand name established in one product class as a vehicle to enter another product class.
  10. 10. Brand extension by Lady Gaga
  11. 11. Brand extension by Apple in 1986
  12. 12. Creative brand extension by Apple in 1986
  13. 13. Brand extension by Camel
  14. 14. Brand extension by Harley Davidson
  15. 15. Brand extension by Harley Davidson
  16. 16. Bran extension by Caterpillar
  17. 17. Successful brand extension by Caterpillar
  18. 18. Brand extension by Xerox
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