Brand Extensions
that May Work?
Dr. Augustine Fou
October 2013
-1-

Augustine Fou
Brooks Brothers Steakhouse
The legendary apparel
emporium plans to launch
a huge
steakhouse, branded
“Makers and Merchants...
Coke High End Apparel

Source: Business Insider October 2013
-3-

Coca-Cola is rolling out a
"high-end" fashion line of
vi...
Dr. Augustine Fou – Digital Consigliere
“Sometimes brands are strong enough to
lend their credibility to other categories....
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Brand Extensions May or May Not Work by Augustine Fou

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brand extensions by Brooks Brothers and Coca Cola

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Brand Extensions May or May Not Work by Augustine Fou

  1. 1. Brand Extensions that May Work? Dr. Augustine Fou October 2013 -1- Augustine Fou
  2. 2. Brooks Brothers Steakhouse The legendary apparel emporium plans to launch a huge steakhouse, branded “Makers and Merchants,” at 11 E. 44th St., around the corner from its flagship store at 346 Madison Ave. Source: NY Post October 2013 -2- Augustine Fou
  3. 3. Coke High End Apparel Source: Business Insider October 2013 -3- Coca-Cola is rolling out a "high-end" fashion line of vintage bomber jackets, vests, and biker jackets that will run between $450 and $1,650. The 200-piece collection was crafted by the designer Dr. Romanelli (aka DRx), who stitched together the items from Coca-Cola branded clothing he found in thrift stores and flea markets around the world. Augustine Fou
  4. 4. Dr. Augustine Fou – Digital Consigliere “Sometimes brands are strong enough to lend their credibility to other categories. But when the categories are too far afield, they tend to fail. Eager to see what happens to these experiments.” FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM) MCKINSEY CONSULTANT CLIENT SIDE / AGENCY SIDE EXPERIENCE PROFESSOR AND COLUMNIST ENTREPRENEUR / SMALL BUSINESS OWNER PHD MATERIALS SCIENCE (MIT '95) AT AGE 23 ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn: http://linkd.in/augustinefou -4- @acfou Augustine Fou

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