1.
Hamutal Schieber, Jan. 2016
Brand Extenstion

2.
Agenda
• Brand Extension – motivations,
definitions, examples
• Brand Extension & digital
technology
• Traditional + Digital extensions

3.
Brand
Extension
Benefit
Form
Component
Benefit
Expertise
Companion
Customer
base
Lifestyle
A successful Brand
Extension, the David
Aaker model

4.
Mister Clean
advanced
detergent

5.
Mister Clean
advanced
detergent

6.
Carlsberg
Masculinity
cc: quinn.anya - https://www.flickr.com/photos/53326337@N00

7.
Carlsberg
Masculinity

8.
Real-Estate: service

9.
Real-Estate: service

10.
Potential Benefits
1. Penetrating a new lucrative
category
2. An aura effect for the original brand
3. Dealing with a changing market
4. Building loyalty
5. Targeting a new customer segment

11.
Relevancy

12.
Old Spice
masculinity

13.
Montblanc
Extending to survive
cc: Freimut - https://www.flickr.com/photos/9255261@N07

14.
Targeting a new segment

15.
Campbell's
convenient
nutrition

16.
Brand Extension Types
Same industry
Adjacent
category
Same industry
New category
New industry

17.
Then, Digital Happened
Same industry
Adjacent
category
Same industry
New category
New industry
Same industry
Same
category
New channel

18.
The adaption of digital tools
is, de-facto, a brand
extension,
and thus requires the same
decision-making process as
with any brand extension.

19.
Traditional Brand Extension Rules
Does the new
category hold a
significant growth/
positioning
potential
Can the
company
provide added
value in the
category?
What are the
brand values as
perceived by
the consumers
in the specific
market?

20.
New Brand Extension Rules: from brand-
centricity to consumer-centricity
What new
categories can we
invent in order to
help the consumer?
What sort of
technologies
can we leverage
in order to help
the consumer?
What is the
brand’s most
authentic and
engaging story?

21.
Honda
powerful engines

22.
Honda
powerful
engines

23.
Honda changes the story to: Mobility

24.
Mobility

25.
Reebok
Fitness

26.
Reebok
Fitness

27.
Reebok
Fitness + Digital

28.
IBM
Computing
cc: crazytales562 - https://www.flickr.com/photos/73798453@N00

29.
IBM
Computing
IT

30.
IBM
Computing-IT +
Apple

31.
Ziploc
freshness

32.
Ziploc
freshness

33.
Freshness –
Potential
spheres?

34.
Crayola
creativity

35.
Crayola
creativity

36.
Crayola
creativity –
3 D fashion
modelling

37.
Bud Light
socializing
cc: Ron,Ron,Ron - https://www.flickr.com/photos/22058765@N02

38.
Bud Light
socializing

39.
Bud Light
socializing

40.
Nike: Just Do It

41.
Just Do It - Wearables

42.
Just Do It - App

43.
Google
cc: 53 mm photogRaphy - https://www.flickr.com/photos/33563560@N04

44.
Browsers
“Companion”
cc: stshank - https://www.flickr.com/photos/33782207@N00

45.
B2B

46.
Autonomous Cars
cc: MarkDoliner - https://www.flickr.com/photos/19714819@N00

47.
Amazon
cc: trekkyandy - https://www.flickr.com/photos/87054972@N00

48.
Amazon Kindle
cc: pamhule - https://www.flickr.com/photos/58571789@N00

49.
Amazon Fresh
cc: andynash - https://www.flickr.com/photos/94611718@N00

50.
Amazon Dash

51.
Starbucks
cc: ЕленАндреа - https://www.flickr.com/photos/14901566@N07

52.
RTDcc: Jacky W - https://www.flickr.com/photos/55005012@N00

53.
Energy Drinks
cc: JeepersMedia - https://www.flickr.com/photos/39160147@N03

54.
Digital Payments

55.
L'Oreal
Skin specialty

56.
L’Oreal – the Internet of Things

57.
Airbnb - Belong

58.
Uber
Democratization

59.
Uber Rush

60.
Uber Eats

61.
To Sum Up:
In a digital world, brand
extension is not optional: it is
a must, which is inherent to
the digital activity

62.
Therefore, as with any brand
extension, we must follow the rules:
Relevancy – as perceived by the
client;
Capabilities – adapting the
technology;
And Added Value achieved through
the new category.