Product extension

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Product extension occurs when a company decides to expand its own category of products. For example, a soft drink that launches different versions on the market: light, zero, among others.

In addition to these types of brand extension, there are other subtypes, such as when a brand takes advantage of the image it represents to transfer it to other products. For example, Jeep represents an outdoor lifestyle and, in addition to producing vehicles, has other products such as tents, knives, among others.

Another fairly common subtype today is when a company changes the original form of its product. This way, it can compete in a different category. For example, the well-known beer brand Corona decided to launch ice popsicles with beer, lemon and salt flavour, in collaboration with the Mexican ice pop maker La Pantera .

Below, we show you other examples of brand extension implementation with more details so that you don't have any doubts.


3 examples of successful brand extension implementation Coca-cola
The brand that began with a pharmacist's syrup formula, today has a wide variety of products, many of them desired by thousands of collectors around the world .

There are bottles, openers, vehicles, coolers, toys, notebooks and even clothing and accessories.

The Coca-Cola Company certainly shows us the various types of brand extension in its product lines.

The brand has several versions of Coca-Cola, light, zero, cherry, limited editions, among others. It also has additional products that complement its line of beverages, such as the various flavors of Fanta, the regional drinks they produce, water, among others.

In addition, there are all the products that use the brand image and are not related to the original product.

This shows us the power of a brand's strength and how each extension has made it even stronger.

Pokémon
Pokémon emerged as an RPG video game that gradually expanded. The brand gave rise first to a television cartoon series, then to movies, games, clothing, dolls, anime, etc., until Pokémon GO arrived in 2016. Do you remember it? A phenomenon that went viral and generated a boom all over the world.

Today, they are already in the eighth generation of Pokémon, in which 90 new species were incorporated, which further increases the number of products produced.

It is clear that Pokémon has had a profound impact on the popular culture of various countries. There are currently two Pokémon theme parks and we frequently see references to these characters in everyday life around the world.

Without a doubt, a very good example of successful brand extension.

Colgate
Colgate , the well-known brand of oral care products, began in 1806 with the aim of producing starch, soap and candles and only in 1873 began selling toothpaste. Over the years, various products were incorporated into the brand, of which the best known are Palmolive and Ajax.

In the line of oral hygiene, the name Colgate azerbaijan phone number list became synonymous with toothpaste and taking advantage of this strength, the brand decided to increase its product line with the Colgate toothbrush in 1983.

From then on, various products were incorporated and today they form part of the brand: dental floss, mouthwashes and a large number of toothpastes for the most diverse needs. This has made "the #1 brand recommended by dentists" an authority in oral hygiene.

However, it is worth noting that it was not all a "Colgate Smile" for the brand. In the 1980s, Colgate wanted to enter a market in which it did not do very well. The brand developed a line of frozen meals and launched them in the United States under the name Colgate Kitchen Entrees.

At the time of launch, it seemed like a great opportunity, as the market for ready-made foods was growing rapidly. However, the brand was already so associated with oral care that it didn't work out.

The brand could certainly have avoided this failure with a good market study before launching.