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Why Some Brand Extensions Are Brilliant and Others

Why Some Brand Extensions Are Brilliant and Others Are Just Awkward


When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to fake oakleys Why didn they do that Nike NFL Jerseys Cheap sooner? Sometimes, though, the launch of a new product featuring a well known brand is such a mismatch the reaction is more like What were Wholesale Nike Jerseys they thinking?


Brand extensions are all around us. Bloomberg News recently highlighted how the fast casual burrito chain Chipotle which prides itself on having fresh, sustainable, humane, organic, chemical free ingredients has started selling hoodies, T shirts, and other clothes that are likewise sustainable. "We're doing the same thing with clothing it's all about looking at the supply chain all the way from the beginning," Scott Mackinlay Hahn, a designer involved in the Chipotle line, said. "We've been trying to blend fashion, style, and trend with sustainability."


Chipotle is also sponsoring festivals that feature organic local foods and craft brews, and it is looking into the possibility of expanding into a line of sustainable kitchen accessories, such as bowls and cutting boards made from reclaimed wood. Will consumers buy Chipotle branded cutting boards and $65 organic cotton hoodies? Maybe not in huge numbers. But at least it seems within the realm of possibility that some people would be into the idea.


Not all brand extensions succeed in that department. AdWeek has published the results of its reader survey evaluating new brand extensions, some of which are largely deemed strange, perhaps even nonsensical and embarrassing. Edward M. Nestle and Girl Scout Cookies are both known for sweet chocolate treats, so a Nestle Crunch Girl Scout Cookie Candy Bar (the top winner among voters) makes perfect sense. Likewise, consumers are also accustomed to taking NyQuil to help them rest when they feeling under the weather, so it logical that they also be up for using a NyQuil branded sleep aid.


Let be honest, though: It more fun to ponder the brand extension train wrecks, which can bring on a were they thinking? case of the giggles. At the top of the list of the worst new brand extensions is a perfume from Zippo, the lighter company. The fragrance is sprayed out of a container that looks like a Zippo lighter, with the problem being that most women probably don want to be associated with the smell of smoking or lighter fluid.


A water purifier from Virgin, a company known mainly for airlines, was deemed to be too strange and random an extension. The woman centered SHe Steakhouse from Housewives actress Eva Longoria also got the thumbs down, as did a lineup of kids furniture from celebrity cook Paula Deen.


(MORE: The Best and Worst Super Bowl Commercials of 2013)


Then there the Snooki Supre Tan, a self tanning lotion from the buy replica oakley Shore reality TV star. But honestly, doesn this seem like a fairly logical brand extension? The show is famous for fake tans and superficiality. The way that seems to be misspelled in the product also feels like a good match. (Nobody would peg the Shore posse as Spelling Bee champs.) Now, if Snooki was trying to expand her into financial services or SAT tutoring, or organic clothing for that matter, that be something else entirely.