TippingSprung, branding and design consulting firm named best brand extensions of 2005. So, should we presume that these are the best cases to discuss this year and next year that would extend into other product category beyond its initial range successfully?
Branding and marketing professionals voted their favorite best brand extensions in the survey which TippingSprung conducted with Brandweek.
Not going into the debate of whether brand extension actually kills the core value of flagship brand or not (we all remember what happened to 7 Up when extended with 7 Up brand variations, Jack Trout and Al Ries always believe in the fact that line extensions do cost market share) reasons for brand extensions are obviously apparent. Be it expanding into a new segment or launching an all new product line companies need to have an answer to market saturation.
Robert Schwartz, director of brand licensing, TippingSprung said “More and more marketers are looking at brand extensions as a way of leveraging the value of their core brand assets. Our survey supports our belief that the most successful brand extensions come from companies that really know their customers, but know the limitations of their brand even more so.”
We have the list here now, top brand extensions of 2005
1. Iams pet insurance–best overall brand extension
2. Starbucks coffee liqueur–best brand extension in the liquor category
3. Motorola ROKR phone with iTunes–Winner in the co-branding category
4. The Oprah magazine–Best extension of magazine
5. Tide to Go–Most overdue brand extension
6. Antiques Roadshow–Best furniture brand extension
7. National Geographic–Best extension of a not-for-profit
Tipping Sprung official website result
