Identify a brand extension that you feel is totally inappropriate or ineffective and explain why you think so.

Identify a brand extension that you feel is totally inappropriate or ineffective and explain why you think so.

What Is Brand Extension?


Brand extension is the use of an established brand name for a new product or new product category. It’s sometimes known as brand stretching.

How Brand Extension Works

A brand extension leverages the reputation and popularity of a well-known product to launch a new product. To be successful, there must be a logical association between the original product and the new item. A weak or nonexistent association can result in the opposite effect, brand dilution. This can even harm the parent brand.

Brand extension fails when the new product is unrelated to the original, or even creates a negative association, such as Colgate Lasagna.

Successful brand extensions allow companies to diversify their offerings, increase market share, and boost profits. The existing brand serves as an effective and inexpensive marketing tool for the new product.

Unsuccessful brand extensions are a mismatch and seem peculiar at a glance. Why would Arizona, the iced tea brand, bring out a line of nachos and cheese dip? Or consider a historic blunder in brand extension: Zippo perfume. Yes, it was a perfume bottle in the shape of a cigarette lighter, presumably for women who wanted to pretend they were lighting themselves on fire.

Use Microsoft Word to type out your answer and identify the following inclusions.


1. Brand image (Customer perception about the existing brand),

2. pre-existing products,

3. the inappropriate extension,

4. reason behind the failure (not only the features that failed, but perception of people and the feelings of what people thought of the product)

APA referencing. (You may include short video link or images for extra marks)

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