This action might not be possible to undo. Are you sure you want to continue?
25 September 2004
Brand extensions seem to be everywhere these days – footwear from Harley-Davidson, a baby stroller from Jeep and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a Manhattan-based brand consultancy, observed that there are no major brand surveys focusing on brand extensions. This survey of branding and marketing professionals was designed to help address this powerful phenomenon.
2004 TippingSprung Survey of Top Brand Extensions
25 September 2004 Compiled by Peter Makula, Robert C. Sprung, and Martyn Tipping TippingSprung, LLC
Executive Summary......................................................................................................................... 3 About the Brand-Extension Survey ................................................................................................. 5 The Results: Top Brand Extensions ................................................................................................ 7 The Results: New Ideas in Brand Extension ................................................................................. 14 Analyzing the Results: Trends and Themes in Brand Extension ................................................. 15 Appendix I: Detailed Responses, New Brand Extensions............................................................. 17 Appendix II: Sample Respondent Companies............................................................................... 24 Appendix III: Alternate Nominees from Respondents ................................................................... 25 Appendix IV: Full Text of Survey Questions.................................................................................. 26 Acknowledgments.......................................................................................................................... 28 About TippingSprung..................................................................................................................... 28 Press Contact ................................................................................................................................ 28
© 2004 TippingSprung LLC, all rights reserved
most distinctive 2.8% 47.3% 35. Brand extensions are flourishing for a number of reasons. Clean Davidson Godiva Mizrahi at Hooters Air Apprentice Callaway cleaning footwear Trump in apparel Harley- Donald iTunes Target Isaac tools online Apple 1. observed that there are no major brand surveys that focus on the powerful phenomenon of brand extensions.9% 65. a baby stroller from Jeep and. yes. misstep © 2004 TippingSprung LLC -3- TippingSprung Brand Extension Survey 2004 airline golf The . a Manhattan-based brand consultancy. TippingSprung designed a brand-extension survey to determine top brand extensions. TippingSprung. What are the top brand extensions? Respondents voted on winning brand extensions in eight categories. and Hooters Air airline. f ootw ear 4. emotion. and associative power that they command in the marketplace. music store Mr.1% 43. even the kitchen sink from Jacuzzi. and analyze trends. Clean cleaning tools. celebrity 6.9% 39. including all the loyalty. gather ideas for potential brand extensions.Executive Summary Brand extensions seem to be everywhere these days – footwear from Harley-Davidson. apparel 3. Best overall brand extension Best extension of a known brand into apparel Best extension of a known brand into footwear Best extension of a celebrity brand Worst brand extension Victorinox (Swiss Army) apparel Caterpillar footwear Madonna's The English Roses children's book Maxim Magazine Haircolor Other questions included: Best high-end brand extending to a mass market (won handily by Isaac Mizrahi at Target) Best brand extending into ice cream (won by Godiva) Most overdue brand extension (“why didn’t they think of that sooner?”). but rather their brands. won by Mr. mass appeal 8. their most valuable asset is not their technology or other tangible assets.8% Summary of top brand extensions.6% 37. including: “Winner” Apple iTunes online music store Callaway Golf apparel Harley-Davidson footwear Donald Trump in “The Apprentice” Hooters Air airline Runner-Up Jeep stroller Best and worst brand extensions: Apple iTunes Music Store.5% 27. 66. Consulting with a panel of branding experts.overdue 7. ice cream 5. Companies are finding that in many cases.
When people can visualize Harley-Davidson beer or Singapore Airlines financial services. one of the survey’s authors. Could other children’s brands "grow-up" in a similar way? Brands that stand for a single idea in consumers' minds are also ripe for extension. "grassroots" brand so why not sell a B&J clothing line made from allnatural fibers? IKEA is about fun. Nike should brand water. funky furniture with a side of Swedish meatballs. Nokia. Kleenex should have its own brand of nasal spray. Some of the proposed extensions were eye-opening: • • • • • • Fisher-Price should brand day-care centers Volvo should transfer its credibility in protecting lives into child seats or home-security systems. BlackBerry and B&O. Ben & Jerry is a socially responsible. so baby car seats and strollers is a perfectly logical extension. A number of respondents happen to mention Crayola as a candidate for brand extensions. People seem to be looking for brand extensions from their favorite technology brands – Apple.” © 2004 TippingSprung LLC -4- TippingSprung Brand Extension Survey 2004 . Victoria’s Secret should extend into other indulgences like chocolates and – so said one respondent – oysters. cheap. We’re looking for the brands we grew up with to grow with us. Everybody knows that Volvo stands for safety. Likewise. so why not go whole høg and launch an IKEA chain of cafes or fast food restaurants? “The survey showed that people are highly receptive to brand extensions. it shows the intangible and emotional power of brands. There should be a Harley-Davidson beer. Apple Nike Starbucks BMW Sony Target Bang & Olufsen Ben & Jerry's Coca Cola Crayola Mercedes Prada Rolex Virgin Volvo 3 3 3 3 3 3 3 3 3 4 4 4 5 8 16 Top brands chosen for new extensions Emerging trends in brand extension The following are a few of the key trends observed in the survey. In fact. “The survey demonstrated that brands are defined by things far less tangible than form. many consumers are looking to the brands they trust and love to fill other niches in their lives.Which brands are most extendible? Respondents also voted on which brands they would like to see extended. This shows that consumers (or at least the professionals we spoke with) fully understand that technology is about more than functionality – it is about embracing a digital lifestyle. Is this a case of nostalgia making brands that we loved in our childhood relevant to us as adults? Barbie is capitalizing on the huge goodwill that adult women feel toward the brand with their launch of adult fashion and fragrance brands. discussed more fully in the attached report: Technology is more about the brand than the gadgetry.” said Peter Makula.
” said Martyn Tipping.About the Brand-Extension Survey Why TippingSprung Conducted the Survey Brand extensions seem to be everywhere these days – footwear from Harley-Davidson. Respondents were asked to list one or two favorite brands. To make the cut. Brand extensions are flourishing for a number of reasons. The jury is still out. into a new product or service.. Currently active. “The cost of creating a brand from scratch is extremely high in time and money. we determined eight key categories of brand extension (e. one of the survey’s authors. and how they might be creatively extended into new categories. extensions can go too far. emotion. yes. the panel then nominated and voted on a list of finalists that were included in the final survey. How the Survey was Designed Given the extraordinary breadth of brand extensions – they affect almost every industry and product category – as well as the difficulty in precisely defining what constitutes a brand extension. including all the loyalty. An extension got “extra points” for being the first in a new area. We tried to avoid categories filled with “me-too” extensions (e. celebrity fragrances)..g. The responses were one of the most intriguing results of the survey. their most valuable asset is not their technology or other tangible assets. and associative power that they command in the marketplace. What is a brand extension? Broadly defined. observed that no major brand surveys focus on the powerful phenomenon of brand extensions. Distinctive. © 2004 TippingSprung LLC. 2) Poll branding professionals on new directions in brand extension.doc .g. TippingSprung. but this might end up being the fate of brand extensions like the Ferrari laptop. launched within the last two to three years. it is often much more effective to leverage the brands already in a company’s portfolio. and yielded many points of departure for analyzing brand-extension trends. a baby stroller from Jeep and. a Manhattan-based brand consultancy. in order to identify top brand extensions and spot emerging brand-extension trends. Consulting with a panel of industry experts. The idea was born to survey industry experts. For each category. How else can one explain the success of Barbie apparel or Caterpillar footwear? Of Lycra nail polish or Olay vitamins? Of Disney wall paint or a Jeep stroller? “We designed the survey to help marketers think about their brands in new ways. TippingSprung focused on two areas: 1) Determine top brand extensions in specific categories. and potentially uncover new opportunities for brand extension. Companies are finding that in many cases. but rather their brands. brands extending into apparel. even the kitchen sink from Jacuzzi. and Maxim Magazine hair color. Hooters airline. a nominee had to be: Timely. all rights reserved ts_brand_extension_report_2004_FINAL. or celebrities extending their “brand” into products). Pioneering. it is a case of a company moving from what is perceived as its core business.” Of course. raising the eyebrows of consumers or even weakening the core brand.
659 people. Johnson & Johnson. Siegel & Gale. Question 10 was more open-ended. TippingSprung is a New York-based branding company with practices in brand licensing. Peter has worked in the brand-licensing and extension industries for almost 15 years. L'Oreal. design. naming. Questions 1 through 8 offered a number of selections in answer to a broad category in the field of brand extension. duplicates were not counted. Peter Makula. WPP Group. and Young & Rubicam. which also form the basis for some of our comments on emerging trends in the field of brand extension. Panelists needed to be active in the field of branding or brandextension/licensing. Dell. TippingSprung consulted with 15 experts in designing the survey and selecting the choice of brand extensions offered as options in each category. 2004. and linguistics. and results were collected until August 21. giving respondents the opportunity to suggest new brand extensions based on their favorite brands. We also needed reasonable confidence in the expert’s objectivity. Of these. 208 branding professionals responded within the time limit. NBC Universal. A veteran of the branding industry. Nissan. This was a select list of branding professionals at branding or similar creative agencies. formerly director of verbal branding at Landor Associates. Companies represented by the survey results included such companies as Avaya. The Wharton School. The survey was sent to 2. Procter & Gamble. Campbell Soup. Martyn is a graduate of the University of Cambridge in modern languages and social psychology. (A more complete list of respondent companies is given in Appendix II. The survey was sent as an email form. Avon. Philips Electronics. This question produced a wealth of suggestions for potential brand extensions.) How the survey was administered. Respondents came from a representative cross-section of addressees. These “write-in” responses are given in Appendix III of this report. Robert Sprung is a professional linguist who focuses on issues in global branding.The panel of experts. Daewoo. How the Survey was Conducted and Analyzed The final survey administered by TippingSprung consisted of 10 questions (reproduced below). Landor Associates. brand strategy. The survey was sent in the first week of August 2004. Time Inc.. and branding professionals (typically with a VP Marketing title). FutureBrand. The Beanstalk Group. Only responses from original email addresses were accepted. He is a graduate of Harvard College. Respondents were given the opportunity to “write in” candidates if their choice in a given category was not offered (question 9). © 2004 TippingSprung LLC -6- TippingSprung Brand Extension Survey 2004 . He is also a Harvard graduate. GlaxoSmithKline. The survey was organized and analyzed by these TippingSprung principals: • • • Martyn Tipping. Timberland.
3% Apple iTunes 47. The Lycra in the polish is claimed to adhere longer and reduce chipping.g. Starbucks Hear Music CDs and Coffeehouses.000 CDs. Polaroid flat-panel TVs.7% Olay vitamins 9.3% Polaroid flat-panel TVs 5. The popular Jeep stroller is distinguished by its smooth ride and four-wheel suspension – and. the Jeep Sahara Travel Playard and. BRAVE NEW BRANDING (for the most distinctive extension in a new category) votes 1 2 3 4 5 6 7 8 Apple iTunes online music store Jeep stroller Olay vitamins Nickelodeon Family Suites by Holiday Inn Starbucks Hear Music CDs and Coffehouses Disney Color by Behr (paint sold at Home Depot) Polaroid flat-panel TVs Lycra nail polish 97 28 19 16 13 13 12 7 Jeep stroller 13. live performances. Olay now makes vitamins that promote women’s health. A second location has opened in Berkeley.3% Nickelodeon Family Suites 7. The new Color Center at Home Depot has paints in lively colors and themes inspired by Disney characters. In its first year of operations.8% Starbucks Hear Music CDs/stores 6. The first children’s cartoon company. California. parents can also choose from the Jeep Liberty Renegade Walker. iTunes reportedly sold over 70 million songs.The Results: Top Brand Extensions Question 1.9% Notes on the extensions: Apple iTunes Music Store. their flatpanel TV has built-in speakers and a 160-degree viewing angle.4% Disney Color by Behr 6. vitamins that claim to hydrate skin). To fully prepare infants for a Jeep lifestyle. It is the first large-scale online music store.. if the stork calls again. 10. Jeep Liberty Stroller. often with a focus on the connection with their core business (e. Coty Cosmetics has licensed Lycra for a Lycra-branded nail polish. of course.3% Lycra nail polish 3. a custom CD-compilation service. It is also claimed to offer superior color and shine. © 2004 TippingSprung LLC -7- TippingSprung Brand Extension Survey 2004 . Polaroid has moved into the television business. the Jeep Wagoneer Tandem Stroller. The hotel has Nickelodeon-themed rooms. Nickelodeon Family Suites by Holiday Inn. Disney Color by Behr (paint sold at Home Depot). Starbucks has opened a Hear Music Coffeehouse in Santa Monica equipped with a Listening Bar (“the place for insightful discussions and the digitally enabled exploration of music”). live entertainment with Nickelodeon characters. the Jeep Baby Station Diaper Bag. that has tried to compete with Disney in the hotel business. and a food court. its Jeep look. and Hear Music experts. to our knowledge. Lycra nail polish. Olay vitamins.
Canada. cosmetics. Question 3. that is claimed to help clothing look new longer and cause spills to roll off the fabric.6% 37. and a fragrance. where does the brand most enhance the offering?) votes Victorinox apparel 25.” Victorinox apparel (Swiss Army brand).9% Harley-Davidson Caterpillar footwear footwear 34.4% Barbie apparel 20. In 2003. Teflon denim apparel. which includes men’s and women’s apparel.6% 1 2 3 4 5 Callaway Golf apparel Victorinox apparel (Swiss Army brand) Barbie apparel Teflon denim apparel Samsonite Blacklabel apparel 73 52 42 25 13 Teflon denim apparel. The Callaway line sold some $30 million in fiscal 2003. Ashworth developed Callaway. Barbie now has a young girl’s apparel line. BEST FOOTWEAR FORWARD (among brands extending into footwear. and footwear.2% Samsonite Blacklabel apparel 6. Samsonite Blacklabel apparel.6% © 2004 TippingSprung LLC -8- TippingSprung Brand Extension Survey 2004 . Samsonite has developed a Travel Wear apparel line. Teflon has created a fabric protector. an up-market line of golf apparel.3% Notes on the extensions: Barbie fashions. The Swiss Army brand licensed out its trademark crest to create the Victorinox line of apparel.8% Oakley footwear 16.5% Callaway Golf apparel 35. Callaway Golf apparel. used in Teflonbranded clothing.Question 2. They have also created Teflon fabric protector with “wrinkle release. where does the brand most enhance the offering?) votes 1 2 3 4 5 Harley-Davidson footwear Caterpillar footwear Oakley footwear Kangol footwear Hummer footwear 76 71 34 14 10 Hummer footwear 4. DRESSED TO IMPRESS (among brands extending into apparel. and the Caribbean. accessories. 12. accessories.1% Kangol footwear 6. its first full year of sales. which is sold in the US.
Albertsons.2% Notes on the extensions: Atkins Endulge. Hummer footwear. originally known for hats and berets. and other supermarkets. Harley-Davidson footwear. Hummer footwear is meant to combine comfort. where does the brand most enhance the offering?) votes 1 2 3 4 5 6 Godiva Starbucks Atkins Endulge Weight Watchers Smart Ones M&M Tropicana 90 37 35 25 16 2 Tropicana 1. Caterpillar had worldwide success when they launched their footwear brand. “These intricate details create the spirit of freedom that is the heart and sole of Harley-Davidson footwear” the consumer is told. Having developed an assault boot for US Special Forces. © 2004 TippingSprung LLC -9- TippingSprung Brand Extension Survey 2004 . Atkins Nutritionals has come out with its own ice cream. the company now offers a similar model to the public. A four-ounce serving is said to have 3 grams of net carbohydrates. chocolate. Oakley footwear. sold in Safeway. Oakley is known for premium lenses and Iridium-coated designs. style. Oakley also makes men and women’s tennis shoes and sneakers.Notes on the extensions: Caterpillar shoes. They use “Himalayan leather. has a licensing agreement for footwear that has helped extend the brand into men’s and women’s footwear in the US and UK. HOTTEST ICE CREAM (among brands extending into ice cream. Kangol.9% Starbucks 18.0% M&M 7. Save Mart.0% Atkins Endulge 17. Question 4. and vanilla fudge. and performance. Their boots make a tread pattern reminiscent of that of Caterpillar tractors. BJs. vanilla.1% Weight Watchers Smart Ones 12.8% Godiva 43. Kangol footwear. Harley-Davidson makes footwear for men and women distinguished by its buckles and rugged soles. yet soft to the touch.” which is treated to make it strong. Flavors include butter pecan. comfortable.
9% Madonna's The English Roses children's book 21.3% Notes on the extensions: Dr. M&M/Mars has a relationship with Dreyer’s ice cream. Godiva now sells ice cream in flavors like Chocolate Covered Cookies and Cream. Totaling 1 point in the Weight Watchers system. has launched eight flavors of Starbucks ice cream.Godiva. has two flavors of Tropicana Swirls: vanilla ice cream with raspberry sorbet.6 billion premium packaged ice-cream market in the spring of 2004. Phil has extended his own Shape Up diet plan with a line of nutrition-oriented foods. Dr. Tropicana. Jessica Simpson created a line of beauty products that “taste good”. who also partnered with Dreyer’s. plus two coffee ice-cream bars. Starbucks.0% Dr. M&M. Weight Watchers Smart Ones. the world leader in fruit juices. CoolBrands International introduced a new Giant Fudge Bar for Weight Watchers in late 2002. and vanilla ice cream with orange sorbet. CVS. Phil's Shape Up nutrition bars Jessica Simpson's Dessert Beauty cosmetics 137 43 13 12 Jessica Simpson's Dessert Beauty cosmetics 5. and Chocolate Raspberry Truffle. sold at major retailers like Wal-Mart. the bar sells itself as rich and chocolaty. They introduced six products in the $1. Starbucks. Question 5.8% 1 2 3 4 Donald Trump in “The Apprentice” Madonna's The English Roses children's book Dr. flavors include sun-ripened strawberry and chocolate. Flavors include Biscotti Bliss and Java Chip. Jessica Simpson’s Dessert Beauty cosmetics. CELEBRITY IN A NEW SPOTLIGHT (for the extension that has most positively influenced how a celebrity is perceived) votes Donald Trump in The Apprentice 66. and Rite Aid. Phil’s Shape Up bars. Phil's Shape Up nutrition bars 6. © 2004 TippingSprung LLC -10- TippingSprung Brand Extension Survey 2004 . Tropicana.
1% Bisou Bisou at J. the shredder is a significant perceptual departure from the core Xerox technology business. Clean cleaning tools. Sold at Staples and elsewhere.8% Maytag air conditioner 15. Penney 7. MEETING THE MASSES (for the most interesting "high-end" personality extending to a mass market) votes 1 2 3 4 Isaac Mizrahi at Target O Oscar Simply Shabby Chic Bisou Bisou at J. One reason for inclusion in the survey. Clean cleaning tools 39.6% Notes on the extensions: Heineken/Krups BeerTender. Clean used to be targeted at just women.C. according to one expert who voted for it: Mr.5% Xerox paper shredder 36.2% © 2004 TippingSprung LLC -11- TippingSprung Brand Extension Survey 2004 . A draught beer system for home use. Question 7.9% O Oscar 15. WHY DIDN’T THEY THINK OF THAT SOONER? (for the most intuitive extension from a trusted brand) votes 1 2 3 4 Mr. Xerox paper shredder.1% Heineken/Krups BeerTender 8. They include an “ultra-premium” line featuring what was claimed as the best warranty in the industry. Maytag air conditioner.8% Simply Shabby Chic 11. now it’s also reaching out to men. Penney 135 31 23 16 Isaac Mizrahi at Target 65. launched in the Netherlands and now being sold in the US.Question 6. including 10-year coverage on parts. Clean cleaning tools Xerox paper shredder Maytag air conditioner Heineken/Krups BeerTender 81 74 32 18 Mr. Nordyne secured the rights to manufacture Maytag air conditioners in August 2002.C. Mr.
Maxim’s hair coloring is for men only. the company has also diversified into showers and bathroom fixtures. Known for fruit.” Jacuzzi kitchen sinks.7% Vera Wang Cologne for Men 8. introduced at Target in spring 2004. Penney. Vera Wang did the package creative. Question 8. Not everyone may agree with the company’s claim to “A great experience that enlivens the senses and puts the fun back in flying. The dye has vitamin-enriched conditioners claimed to protect hair.9% Sunkist pistachios 10.99.99. Vera Wang Cologne for Men. food. Bisou Bisou gained prominence through its celebrity clientele that includes Sharon Stone and Britney Spears.99 to $69. The computer received negative press for its relatively slow speed – not what one might expect from the Ferrari name. HOW'S THAT AGAIN? (for the extension that least fits the brand's core values) votes Maxim Magazine Haircolor 24.3% Notes on the extensions: Ferrari laptop. O Oscar (from Oscar de la Renta. Launched in August 2003. A line is now sold mass-market at J. ranges from $19. Hooters Air airline. Isaac Mizrahi has teamed up with Target to create a clothing line. Launched in January 2004 at Saks Fifth Avenue.8% 1 2 3 4 5 6 Hooters Air airline Maxim Magazine Haircolor Ferrari laptop Sunkist pistachios Vera Wang Cologne for Men Jacuzzi kitchen sinks 57 50 47 22 17 12 Jacuzzi kitchen sinks 5. Isaac Mizrahi at Target. Sunkist has gone into a new area. The Ferrari laptop is a limited edition computer from Acer.C. The airline features “Club Class” seating.4% Ferrari laptop 22.9% Hooters Air airline 27. and a crew that includes a few Hooters girls. Maxim Magazine Haircolor. at Macy’s in the fall of 2004. Penney. beloved of celebrities like Jennifer Lopez. Jacuzzi has five styles of kitchen sinks. are a mix of English elegance and California casual.99 to $99. drug. The patterns. © 2004 TippingSprung LLC -12- TippingSprung Brand Extension Survey 2004 . and mass-merchandising stores. Simply Shabby Chic (Rachel Ashwell) at Target. O Oscar. grown in Sunkist orchards. It is bright red and sports the Ferrari logo.Notes on the extensions: Bisou Bisou at J. putting its name on bags of California pistachios. and is sold in food. Hooters Air started in 2003. Sunkist Pistachios.C. The designer is slated to unveil his women’s sportswear line. the line is priced from $9. soon to be at Macy’s). the bottle is from Heinz Glas. The line.
ice cream 5.3% in its category) – the most distinctive extension Godiva ice cream (43.6% 37. mass appeal 1.8% 47. misstep • • • • Apple iTunes (47. most 2.8% in its category)– the brand extension that most positively influenced how a celebrity is perceived Isaac Mizrahi at Target (65.8% Apple iTunes online music store Mr. Summary/Analysis Among the winners in each category. apparel 3. Only one of these brand extensions was mentioned more than once: Kellogg’s Eggo Syrup received two mentions (it is an extension of the waffles associated with the advertising catchphrase “Leggo my Eggo”). celebrity 6. Complete results to this question are given in Appendix III below. distinctive footw ear 4. © 2004 TippingSprung LLC -13- TippingSprung Brand Extension Survey 2004 Hooters Air airline Donald Trump in The Apprentice Callaway golf apparel .3% 35. the following stand out: 66. In this context.9% in its category) – most interesting “high end” celebrity going mass-market These winners illustrate a number of the larger brand-extension trends discussed below. we looked for brands which clearly distanced themselves from the runners-up. and one for its barbecue sauce. please feel free to write it in here (please specify the question numbers). Clean cleaning tools HarleyDavidson footwear Godiva Isaac Mizrahi at Target 7. one for its electric guitar. 36 respondents (17%) offered a write-in vote as an alternative to at least one of the questions. Jack Daniels received two separate “write-in” votes.1% 43.Question 9.9% in its category) – the brand that most enhances the offering (in the ice cream category) Donald Trump in “The Apprentice” (66.overdue 8.5% 27.9% 39. If your top choice for any question wasn't listed.9% 65.
). Lancôme should brand apparel. There should be a Harley-Davidson beer. and how they might be creatively extended into new categories. to the disproportionate representation of the Apple among branding and design firms). • • • • • • • • © 2004 TippingSprung LLC -14- TippingSprung Brand Extension Survey 2004 .The Results: New Ideas in Brand Extension Question 10 of the survey reads: “List one or two of your favorite brands. etc. Nike should brand water. Ocean Spray should get into frozen novelties (popsicles. or have their own airport-based entertainment centers. Kohler (bathroom fixtures) should extend into decorative ceramic tile.” Here are the brands that respondents nominated most frequently: Apple Nike Starbucks BMW Sony Target Bang & Olufsen Ben & Jerry's Coca Cola Crayola Mercedes Prada Rolex Virgin Volvo 3 3 3 3 3 3 3 3 3 4 4 4 5 8 16 Here is a sampling of the many fascinating ideas submitted by respondents: • Apple Computer was mentioned by a disproportionate number of respondents (which might be due. Lennox (makers of furnaces) should brand water heaters. Volvo should transfer its credibility in protecting lives into homesecurity systems. Milton Bradley and Fisher-Price should brand day-care centers. ices. in part.
loyalty to technology brands across categories is nothing new – look at Sony. 5. This shows that consumers (or at least the professionals we spoke with) fully understand that technology is about more than functionality – it is about embracing a digital lifestyle. 10. candy. Starbucks should have a brand of spas.”) The following brands were mentioned by at least two different respondents: 1. 17. 19. 6. is given in Appendix I below. Of course. one of the most interesting aspects of the survey. 12. 7. Victoria’s Secret should extend into other indulgences like chocolates and – so said one respondent – oysters. Analyzing the Results: Trends and Themes in Brand Extension Technology is More About the Brand than the Gadgetry People seem to be looking for brand extensions from their favorite technology brands – Apple. etc. © 2004 TippingSprung LLC -15- TippingSprung Brand Extension Survey 2004 . 8. (Survey organizers were a bit surprised that the Starbucks brand did not come up more – for example. 4. 20. But what's interesting is that all of the brands mentioned in the survey are renowned for their design as well as their functionality. 14. 11. 15. 2. BlackBerry Callaway Golf Fujifilm Harley-Davidson Hewlett Packard IKEA Jaguar Jeep JetBlue MAC cosmetics Nokia Panera bread Pottery Barn Samsung Snapple Volkswagen Weight Watchers Whole Foods Oprah Absolut Atkins Nutritionals • A complete detail of responses to this question. it scored low with its ice-cream brand – since the name is almost universally recognized and people tend to “love it or hate it. 9. 3. Kleenex should have its own brand of nasal spray. 18. 13. Nokia. BlackBerry and B&O. 21.• • • • Ben & Jerry’s should come out with its own brand of chocolate bars. 16.
so baby car seats and strollers is a perfectly logical extension. and the company’s effective use of design. celebrities are branding themselves and. and home-entertainment products. but it is also a testament to the brand’s leadership position in some “cool” new categories (portable music). cool music and outstanding service then perhaps the concept of a Starbucks spa seems less crazy. Celebrities or Brands? Todd Oldham is designing La-Z-Boy furniture. Determining Which Brands Are Ripe for Extension A number of respondents happen to mention Crayola as a candidate for brand extensions. Increasingly. This is a natural instinct in brand extension – find a fancy name and spread around its “prestige halo. Rolls-Royce) entry into other areas in their lives. and jewelry.you wouldn't expect the same brand that gives you a get-up-and-go caffeine buzz to also offer you a soothing relaxing massage. Could other kids’ brands "grow-up" in a similar way? Brands that stand for a clear.Starbucks branded food. This trend is spreading across categories and classes of retail (cf. singular idea in consumers' minds are also ripe for extensions.” Respondents likewise wished to allow high-end automotive brands (Mercedes-Benz. But. cheap. but this is just an illustration of a larger trend: brands hooking up with great design to make themselves stand out and protect their pricing and market position. they are “crossing over” into new categories. George Forman. Donald Trump is a luxury brand. so why not go whole høg and launch an IKEA chain of cafes or fast food restaurants? Brands like Starbucks that have insinuated their way into the fabric of our lives are also strong candidates for extensions. Others are a little more out there but show that Starbucks is about much more than coffee . Likewise. were disproportionately represented among respondents (Tiffany wall paper and fabrics. who started out as a band manager (Run DMC). has become an arbiter © 2004 TippingSprung LLC -16- TippingSprung Brand Extension Survey 2004 . as brands. Some of the suggestions are obvious and reflect areas where the brand may be currently underperforming . digital cameras. Everybody knows that Volvo stands for safety. Of course. but how it looks and what it says about your taste and style is even more important. best known for grills. Ben & Jerry is a socially responsible. Rolex into “anything high end”). this could be caused by the inherent bias of our sample (marketing and other creative professionals often prefer. Isaac Mizrahi at Target). Bang & Olufsen air conditioners. Apple). or even idolize. BMW. is now promoting men’s apparel (Big & Tall). "grassroots" brand so why not sell a B&J clothing line made from allnatural fibers? IKEA is about fun. Rubbing Off the “High-End” High-end. In a way. if you acknowledge that Starbucks is about a welcoming environment. Is this a case of nostalgia making brands that we loved in our childhood relevant to us as adults? Barbie is capitalizing on the huge goodwill that women feel toward the brand with their launch of adult fashion and fragrance brands. bicycles. funky furniture with a side of Swedish meatballs. Russell Simmons. Apple Leads the Way This brand gets a lot of mentions and suggestions that the brand should diversify into other products like cell phones. What the gadget does is still important. with “The Apprentice” emblematic of the power of success in the American business world. including home appliances.This is why we think that this is a lifestyle issue rather than just a gadget issue. or luxury brands. PDAs. for example.
etc. List one or two of your favorite brands. Apple . Cell phones Digital cameras High-tech consumer electronics . to pick up messages. they should venture into other integrated products such as a wirelessly-connected iTunes alarm clock or an answering machine that can be accessed from a computer.stereo/sound Home entertainment--DVRs. Def Jam. Funk Master Flex. Telephones. Perhaps their own version of a Red Bull energy drink. Responses are given verbatim from the survey (in some cases edited for brevity). remotely. Appendix I: Detailed Responses. theft. This trend should continue as Americans remain preoccupied with personalities and entertainment. made to mix w/Absolut? Olives and other premium 'martini-related' condiments Compete with OnStar offering automobile. One respondent suggested that Jimmy Buffet should consider branding vacation packages (why didn’t the Beach Boys think of that?). • • ADT Security Services All-Clad cookware American Express Apple • • • • Drink mixers (sweet & sour. mobile phones iPod cell phones Could do a line of slimming clothing . with a handful of urban apparel brands (Phat Farm. and how they might be creatively extended into new categories. medical emergency) Tools Corporate jets After creating the iPod.full of Lycra and Spandex so that it continues to fit you as you lose weight.of fashion taste. motorcycle protection services (fire. Need to infiltrate more restaurants or open one of their own Car interiors Absolut • • • • • • • • • Atkins Nutritionals • • Baker Furniture • © 2004 TippingSprung LLC -17- TippingSprung Brand Extension Survey 2004 . has a television show promoting automotive appearance strategies. boat. New Brand Extensions 10. cell phone and iPod capabilities.would like to see them extend their product line to include that of a PDA or organizer. TVs iPod to PDA market Maybe they should design PDAs that included Internet access. etc.). a radio DJ.) for combining w/Absolut.
personal sports bottles w/filtration system Range of consumer products Golf vacation packages.) Byte-size style guides Footwear “BMW. fleece sweatsuits. or Porsche would be a lot more fun on a stroller than Jeep. baby foods. popsicles. etc. shareholders and customers Clothes that match their relaxed and comfortable image -bathrobes. Power boats Up-market dining set Card-game accessories (shufflers. natural. ice cream Home decor © 2004 TippingSprung LLC -18- TippingSprung Brand Extension Survey 2004 .” Bentley Beverly Hills Polo Club Bicycle (playing cards) BlackBerry • • • • • • Boeing Borders Brita Cabela's / Bass Callaway Golf Calvin Klein Caterpillar Chico's Chiquita Cirque du Soleil • • • • • • • • • • • Motor boats Publish and sell a ""Review of Books"" type printed magazine. wholesome. money clips. Could consider extending into the healthy snack food category. casino/betting chips. Mercedes-Benz. All-natural clothing line Chocolate bars/candy. Monthly. eco-friendly brand has enough elasticity and appeal to succeed. on magazine stands or by subscription. Stationery Pet colognes Work denims Home fashions Fruit drinks. card game racks. knit tops and pants. etc.• • • Bank of America Bath & Body Works • • • • • Air conditioners Furniture & household furnishings Laptops Professional legal consulting. how to avoid trouble with the government. I think B&J's equity and distinction as a quirky. progressive. Brita Water Filters – into household purifiers.
mobile homes Digital printers/photo-related digital products Portable. handheld video receivers Pocket knives Book bags. as well as “mountainboards. book covers Beer Sportswear News Lighting Handheld products (diary) Fast food Home delivery Trendy but affordable cafes Housewares Bicycles Sneakers Mountain bikes [Editor’s note: Jeep is now selling a bicycles under the Jeep name. Cooking utensils Motorcyles.”] FedEx or USPS or UPS Fisher-Price Food Network Ford Mustang Ford Shelby Cobra Four Seasons Hotels Frank Gehry • • • • • • • • • Gillette Gore-Tex Harley-Davidson HBO Hunter Douglas IBM • • • • • • • • • • Issey Miyake Jaguar • • • • JetBlue • Ground transportation with customer-focused benefits and low cost © 2004 TippingSprung LLC -19- TippingSprung Brand Extension Survey 2004 . kids' scooters Racing bicycles Line of home linens Space ships. PDA-like.Coach Cooking Light magazine Corona • • • • • Furniture Pantry Essentials Corona beer into Corona aspirin Children’s clothing Room decor E-mail Daycare center business.
Bubble MTV Muji NASCAR Nespresso Nestlé New Balance NHRA • • • • • • • • • • • © 2004 TippingSprung LLC -20- TippingSprung Brand Extension Survey 2004 .Jimmy Buffett KitchenAide Kleenex/Puffs Kohler Lancôme Land Rover Lennox Levi's Louis Vuitton MAC Cosmetics • • • • • • • • • • • Jimmy Buffett vacations Clothes washer / dryer Kleenex or Puffs: nasal spray.” Mints Vitamins for kids Rain gear Children's swimwear. footware Airline (fast check-in/no extras/just a seat) Mercedes-Benz Microsoft Miller Lite Milton Bradley • • • • Home appliances Computers with all software instantly downloaded online Reduced-calorie snack foods: lite beer/lite chips “I can see someone like a Milton Bradley creating ‘travel boredom’ stores where they not only sell games and activities for travelers (and families) but create an ‘experience’ there. with free piercing Automobile interiors Clothing. moisturizer Ceramic tile Apparel Luggage Water heaters Belly-button rings for low-rise jeans. related toiletries Computer and telephone accessories Cosmetics Replica Production Cars (so you race like your favorite driver) Energy drinks? Baking pans Yoga or meditation aids Car-care products Mini Cooper MLB or NFL Morton Salt Mr. Got a couple of hours to kill at the airport? Go to the MB Travel Shop.
“Connecting People!” (together and within). tuxedos and suits. ices) Oprah healthful eateries Organic teas. bottled water.) • • • • • Rolls-Royce Saab Select Comfort Sephora Singapore Airlines • • • • • © 2004 TippingSprung LLC -21- TippingSprung Brand Extension Survey 2004 . gyms Home exercise equipment Seat cushions. etc. Adventure travel packages Everything high-end Handheld GPS devices Luxury apparel and accessories (cuff-links. computers) Self-development centers. mustard. Exploring the relationship with ourselves to become more conscious and proactive in this life. energy bars Ketchup. etc. First golf clothes.) Upscale jewelry/accessories/china Line of bicycles Pillows Instruction in beauty-related careers Total business-travel services (financial services. then golf equipment Frozen novelties (popsicles. complete travel service) Oakley Ocean Spray Oprah Origins Oscar Mayer Pampers Pepsi Polo Pottery Barn • • • • • • • • • • • • Q-tips REI (Recreation Equipment. handheld electronic products. Inc. sport chairs. relish. Water and sports beverages Other electronics (radios. range of high-end travel accessories. DVD players. granitas. etc.• • • • • Nokia • • Exercise equipment/ treadmills Fitness classes. Kids' apparel Jeans Automobiles Clothing Home Furnishing Channel Cosmetics. skin care for those of us who can't afford a dress or handbag Food and beverages Cleaning products for delicate products like laptops. etc.
and beauty parlors Cookies and yogurt sold in supermarkets (like their ice cream) Subaru Sunkist Target • • • Heavy machinery Healthy lighting (vitamin D) “Target is my favorite store. fashion. and landscaping shows.. computer graphic software. I would snap up that stuff. Recapping episodes and detailing information for how consumers can obtain the look.” Much like the Polaroid large-screen TV example mentioned above.) Spa. They have the coolest commercials and a great logo and yet you can't buy anything really (except a t-shirt or bull’s-eye plush toy) with the logo on it. computer monitors. Chocolate.smart (cars) Snapple Sony Stanley tools • • • • • • • Cosmetics . Cleaning products beyond detergent Wallpaper and fabric TV dinners A magazine/catalog of the top interior. massage. line of fitness clothing for women. oysters Condoms Luggage Mountain bikes/ mopeds/ scooters/ branded apparel Child seats and strollers Health spas Home security systems Technicolor • Tide Tiffany TiVo TLC (The Learning Channel) Trek bikes Tubbs Snowshoes Victoria's Secret Virgin Volkswagen • • • • • • • • • • • • • © 2004 TippingSprung LLC -22- TippingSprung Brand Extension Survey 2004 . Roller blades Adventure vacations and adventure books.groovy. TV screens. the Technicolor brand can easily move to digital camera devices. environmentally aware products and packaging Other "Best Stuff" foods Theme Park Work clothes In-store dessert lines (similar to bottled frappuccinos..
spas and retreats/eco-farm agro-tourism vacation destinations Would like this brand to become more mainstream while raising the awareness of the importance of diet in our overall health (personal responsibility).Wal-Mart Weight Watchers • • • • Retail bank (Editor’s note: Tesco supermarket has already done this with great success in the UK. Home-office supplies beyond paper Laundry detergent (eco-safe) Xerox Zoots • • © 2004 TippingSprung LLC -23- TippingSprung Brand Extension Survey 2004 .) Free weights Organic restaurants.
Dell Fish & Neave FutureBrand GlaxoSmithKline IEEE Ingersoll Rand Johnson & Johnson Landor Associates Lehman Brothers License! magazine L'Oreal Maritz Research Merrill Lynch MgMGold Communications MODA International Marketing NBC Universal Nissan North America Onbrand Original Penguin Philips Electronics Procter & Gamble Quiznos Corp. Vornado Air White & Case Wilmer Cutler Pickering Hale and Dorr WPP Group Young & Rubicam Advertising © 2004 TippingSprung LLC -24- TippingSprung Brand Extension Survey 2004 .Appendix II: Sample Respondent Companies Analog Devices Avaya Avon Becton. Brand Finance Brand Guardians Brandexcel S. BrandLink Brandvalue Campbell Soup Company Daewoo Electronics Co. Dickinson Bell & Howell Co. Radiant Systems Siegel & Gale The Beanstalk Group The Licensing Company The Licensing Group The Timberland Company The Wharton School Time Inc.A.
"That truly was a no-brainer". "although I wouldn't have selected that one." The respondent added. strictly speaking. I don't get the connection at all. just launched with Peavey • Jack Daniel's Barbecue sauce • • • • • • • • • • • • 6 Most overdue extension • • • • • • • • • Virgin Airlines (it started as a record label) Adidas anti-perspirant Listerine Pocketpacks Harley-Davidson Apparel Michelin Footwear Goodyear footwear Russell Simmons into clothing. but rather a business manager. etc. Alternate proposed by respondent • Apple i-Tunes partnership with BMW • Jack Daniel's electric guitar. mentioned by 2 respondents 7 Meeting the masses "He started the trend. please feel free to write it in here (please specify the question numbers). Phil's book on weight loss Nicole Richie in Simple Life George Forman clothing at Casual Male Daisy Fuentes and her line of sportswear at Kohls Eggo Syrup John Deere lawn mowers Oral-B Brush-Ups Tiger Woods for Nike Oleg Cassini at David's Bridal Todd Oldham La-Z-Boy collection Moschino Cheap & Chic line Karl Lagerfeld's upcoming limitededition collection for mass retailers H&M (Hennes & Mauritz) Nestle's Baby Ruth brand candy bars Comments Question 1 Most distinctive extension [Editor’s note: the survey limited itself to brand extensions of the last three years] 2 3 Best apparel extension Best footwear extension Best celebrity extension 5 [Editor’s note: Simmons wasn’t included in the survey since. he wasn’t a rapper." said the respondent 8 Worst extensions “They have a current promotion w/ a free game of bowling for every bag of Baby Ruths candy bars you buy. governor of California Dr.” © 2004 TippingSprung LLC -25- TippingSprung Brand Extension Survey 2004 .Appendix III: Alternate Nominees from Respondents 9. If your top choice for any question wasn't listed. "I would have selected that instead of the nutrition bars. Arnold Schwarzenegger.] The respondent added.
HOTTEST ICE CREAM (where does the brand most enhance the product?) Atkins Endulge ice cream Godiva ice cream M&M ice cream Starbucks ice cream Tropicana ice cream Weight Watchers Smart Ones ice cream 5.” 1. If your choice isn't provided. intelligent. please select the brand extension that you feel is most memorable. and impactful. BRAVE NEW BRANDING (distinctive extension in a new category) Apple iTunes online music store Disney Color by Behr (paint sold at Home Depot) Jeep stroller Lycra nail polish Nickelodeon Family Suites by Holiday Inn Olay vitamins Polaroid flat-panel TVs Starbucks Hear Music CDs and Coffeehouses 2.Appendix IV: Full Text of Survey Questions Respondents were given the following instructions: “For each question. Phil's Shape Up nutrition bars Jessica Simpson's Dessert Beauty cosmetics Madonna's The English Roses children's book © 2004 TippingSprung LLC -26- TippingSprung Brand Extension Survey 2004 . DRESSED TO IMPRESS (where does the brand most enhance the product?) Barbie apparel Callaway Golf apparel Samsonite Blacklabel apparel Teflon denim apparel Victorinox apparel (Swiss Army brand) 3. CELEBRITY IN A NEW SPOTLIGHT (the extension that has most positively influenced how a celebrity is perceived) Donald Trump in “The Apprentice” Dr. feel free to ‘write in’ your candidate in question 9. BEST FOOTWEAR FORWARD (where does the brand most enhance the product?) Caterpillar footwear Harley-Davidson footwear Hummer footwear Kangol footwear Oakley footwear 4.
MEETING THE MASSES (most interesting "high-end" personality extending to a mass market) Bisou Bisou at J.C. If your top choice for any question wasn't listed. please feel free to write it in here (please specify the question numbers). © 2004 TippingSprung LLC -27- TippingSprung Brand Extension Survey 2004 . WHY DIDN’T THEY THINK OF THAT SOONER? (most intuitive extension from a trusted brand) Heineken/Krups BeerTender draught appliance Maytag air conditioner Mr. and how they might be creatively extended into new categories. Penney Isaac Mizrahi at Target O Oscar (Oscar de la Renta) at Macy*s Simply Shabby Chic (Rachel Ashwell) at Target 8. List one or two of your favorite brands. HOW'S THAT AGAIN? (the extension that least fits the brand's core values) Ferrari laptop Hooters Air airline Jacuzzi kitchen sinks Maxim Magazine Haircolor Sunkist pistachios Vera Wang Cologne for Men 9. Clean cleaning tools Xerox paper shredder 7. 10.6.
Acknowledgments This survey is the result of the hard work of a number of people. brand strategy.tippingsprung. We wish to thank all those who responded to the survey. NY 10001 Tel.0123 © 2004 TippingSprung LLC -28- TippingSprung Brand Extension Survey 2004 . We wish to give special thanks to Jenny McDonald. LLC 350 Seventh Avenue. Contact information: TippingSprung. This project could not have been completed without her. Thanks also to Dirk Kammerzell. We also wish to thank the branding experts who gave generously of their time in helping craft the survey questions and voting on the potential extension nominees. 914.693. naming. About TippingSprung TippingSprung is a New York-based branding company with key practices in brand licensing.com Press Contact Press inquiries relating to the TippingSprung 2004 Survey of Top Brand Extensions may be directed to: Judy Kalvin Kalvin Public Relations Email: jkalvin@kalvinpr. who helped in all aspects of the survey design and administration.com Tel. for his design assistance. design. and translation. for fact-checking and proofreading. and Marina Kaziner. 212 268 4800 Fax 212 268 8566 www. Suite 1703 New York.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue reading from where you left off, or restart the preview.