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_ Best & Worst Brand US Extensions… But what about the Romanian ones?
TippingSprung and BrandWeek surveyed a few months ago 860 brand professionals to find the BEST and WORST brand extensions.
In Robert Sprung’s (TippingSprung CEO) view, “a good line extension takes a brand with a solid core value and applies it to an area where the brand has permission to go”.
The other co-leader of TippingSprung (Martyn Tipping) said that “strong brand and a loyal consumer base are the key factors for success with brand extensions”.
Anyway, here is “la crème” of these findings – I gathered all the links below:
Good BEs:
- Iams Pet Health Insurance (Best Overall Extension)
- Budweiser Barbecue Sauce
- Starbucks Coffee Liqueur with Jim Beam
- Motorola ROKR Phones with iTunes
- Black & Decker with Downy wrinkle-release chamber
- Karl Lagerfield at H&M
- Febreze Scentstories air-freshener system
- Mr. Clean windshield wash and wiper blades
- Wheaties vitamins
- Tide To Go stain-removal pen
- Snoop Dogg’s pet products
- Romance writer Danielle Steel’s Danielle fragrance
BAD BEs:
- Harley-Davidson Cake Decorating Kit (Worst Overall Extension)
- Budweiser energy beer
- Sylvester Stallone high-protein pudding
- Evian bras (water-filled)
BrandWeek report is available here (.PDF file).
So… what about Romanian good and bad brand extensions?
Any proposals for either of the two categories?
Wednesday 7 March 2007 - 10:42 AM
Mie cea mai scarboasa extensie mie se pare Frutti Fresh bautura carbogazoasa de grapfuit cu …frisca!!! EXISTA…
Wednesday 7 March 2007 - 10:43 AM
Fruit that is
Wednesday 7 March 2007 - 10:50 AM
Asta este un “line extension”…
Dar nu am stiut ca exista – yuck, ce scarbosenie!
Wednesday 7 March 2007 - 10:52 AM
Nu stiu daca este chiar o BE, dar ce zici de Cotidianul si “Cartea de la Cotidianul”
Wednesday 7 March 2007 - 10:59 AM
Da, este interesanta miscarea lor si se pare ca a mers senzational… Cred ca achizitia de literatura este destul de insightful pentru o populatie care aproape ca a fost descurajata sa citeasca timp de 45 de ani.
Daca ar fi fost “Cotidianul” editura, ar fi fost putut fi considerat un BE. Dar putem inchide ochii daca nu scrie pe carti…
Wednesday 7 March 2007 - 11:48 AM
arctic…cu white goods-urile?
Wednesday 7 March 2007 - 11:54 AM
Da, uitasem de el. E un foarte bun exemplu, l-am studiat cand eram planner pe Altex/MediaGalaxy si Teletech – a fost o miscare inteligenta din partea Beko/Arctic.
Wednesday 7 March 2007 - 11:57 AM
Sau gama “Bunatati de la Bunica”. au inceput cu ulei (Untdelemn de la Bunica), mustar, dupa care au lansat maioneza, pasta de tomate, pate de ficat (??) si gem.
Wednesday 7 March 2007 - 12:25 PM
In aceeasi idee, Baneasa cu sosurile de paste… eu zic ca a fost o idee buna, desi nu am testat
Thursday 8 March 2007 - 4:01 PM
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