20. Brand Extendibility The brand at this level acquires more intangible character and orientation. This generally happens in case of designers and artists. The Armani signature on the product provides a higher philosophical meaning – a meaning proudly expresses in Armani’s creatively styled products Philosophy It’s the centre of interest or the core spirit of the brand. Gillette brand maintains its focus on men’s grooming in all its brands. Nike’s focal point is winning. Whirlpool’s centre of interest is the home (‘homemaker’) Interest Brand Know-how is an expertise that a firm develops in a specialized area of activity. Sony is know to have expertise in miniaturization and robotics. Honda has know-how in engines. Amul has developed expertise in milk processing Know-how Brand Formula means a set procedure (used to make the product). This type of brand may be find in categories like cooking oil, food, and pickles Formula Brand It is a situation where there is very little difference between the brand and the product. Brand is a close approximation of the product. Passively, the brand is used to identify the product, maybe for internal purposes. The brand does not play any role from the customer’s point of view Product Brand
21. Extendibility of a Brand Product dissimilarity Philosophy Brand Cartier Interest Brand Disney ( Entertainment) Know-how Brand Bajaj ( Electronics) Formula Brand Mother’s Recipes Product Brand Rose Brand Flour Pickles Lemon Pickles Mango Pickles Mixed OTG Irons Fans Coolers Mixers Toasters Toys Theatre Movies Theme Parks Music Clothes Acces- sories Games Watches Jewellery Bags Pens
22. Brand Extendibility Amul Milk Amul Milk Type I II III Amul Expertise In milk processing: Milk, Ghee, Butter, Condensed Milk Amul Symbol Personality: Lovable Indianness Taste Fun Trustworthy Value Good Ice Cream Cheese Mil Additive Chocoloate “ Amulishness” Drinks? Energy Bar? Energy Tabs? Mil Cakes? Biscuits? Product Formula/ Expertise/ Brand Recipe Know-how Interest Philosophy Time / Brand’s Evolution Products are manifestations of Brand Brands identifies the product
