Imagine you are about to launch a new product after the success of the older ones. Or maybe you look forward to offering a broader range considering a change in the taste of the audience. So, what is the roadmap for it! How are you going to familiarize the TA with the new range? Here is A useful talk about Brand Extension –
Live examples are the best source to draw practical inspiration from. A world-known brand xyz (washes, deodorants, and soaps ) has been catering the female section successfully over decades. All of sudden, it decided to introduce a product range for men as well. It was unexpected and seemed utterly risky. So what it included and what it not?
The logo obviously had to be there. In the male line, slight changes were made in the font and the popular brand icon. It was done to tune in with the masculine standards. The color got darkened and the overall design was visually less soft. All in all, the aesthetics were recognizable with the long-prevailing identity and not with the long-prevailing feminine identity.
The another school of thought used was to invite males to promote feminism. In simple words, suppose an adult doesn’t pay much attention to the old age products’ brand. But, the same brand plans to launch something for the youngsters as well. They would use emotions such as ‘respect for the elders’, ‘responsible youngsters’ and ‘Caring generation’. It would help in motivating an entirely new set of customers to the brand’s family. Similarly, the ‘man supporting a woman’s identity’ was the key emotion used in the case of XYZ brand which was meant for the woman only previously.
The brand extension could risk the original brand identity. Every minute change needs to be thought about several times before you finalize it.