Comments on: The Argument AGAINST Brand Extensions

By: Susan Gunelius

Susan Gunelius — Sun, 08 Jun 2008 23:35:08 +0000

I completely agree with you on the Absolut example, Sachendra. Specialty and luxury brands that are over-extended definitely lose a great deal of appeal in the marketplace. Those are two areas where brand extensions should be handled very carefully!

By: Susan Gunelius

Susan Gunelius — Sun, 08 Jun 2008 23:33:29 +0000

Bridget, I have been in that situation at the grocery store countless times. When consumers are given too many choices (as over-extending a brand can do), they cease looking and may even turn their backs on a brand.

By: Sachendra Yadav

Sachendra Yadav — Sun, 08 Jun 2008 09:58:47 +0000

I feel that Coca Cola and Pepsi’s strategy of not doing brand extensions has worked very well for them. There’s only 1 Coke and thats what I want nothing else (Diet Coke is OK because it’s still Coke but for the fatties….oops fat conscious. Every other product is branded separately although its does carry “Coca Cola product” in small print to assure me of the quality).

I think Absolut/Smirnoff have a lesson to learn here, I feel they have over extended their brand which diluted it’s appeal. Can you imagine something else that’s Jack Daniels, just doesn’t make sense.

By: bridgetw

bridgetw — Sat, 07 Jun 2008 15:18:01 +0000

Susan, great article! You are exactly right in that brand extensions DO over-saturate the market, but it also does something else. It over-saturates he senses of the consumer. I have been there many times: There is my favorite product on the shelf, but there are also dozens other. My senses are so over-stimulated that I just tend to ignore the colorful packaging and the way the products “scream” out at me. I zero in on what I want (which is what I always buy) to save time and stay focused. Consumers are busy people. We just want what we want and want to get out as quickly as possible.