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BRAND EXTENSION
A brand with a good reputation is a useful thing. With a name that people trust and recognise you have a strong advantage over one that is starting from scratch. Taking your company into a related area with new products or services used to be called brand stretching, but that sounded as if companies were trying too hard. So brand stretching rebranded itself. The new name is brand extension.
The idea There are small steps a brand can take. Starbucks sell their instant coffee alongside their beans, or innocent drinks moving into selling single fruit juices. (Although innocent did rebrand their fruit waters, as Juicy Water.). Fashion brands known for their clothes often extend into developing accessories, and many of them license their brands to fragrance companies and venture into the potentially more proďŹ table perfume industry.
176 • 100 GREAT BRANDING IDEAS
100 Great Branding Ideas 14dec.indd 176
12/14/11 11:14 AM
