UNR Category Brand Extensions Questions
Read the article “Brand Leverage – Strategy for Growth in a Cost-Control World” by Edward Tauber (click HERE for the article). When reading the article, take a close look at the section “Types of Brand Extensions” (p. 29-30), and study the 7 types of brand extensions. While an old article, the framework is still applied in current markets and there are plenty of modern examples of such extensions. Then,
- Describe one (1) example of an actual brand extension you read about in the article that you found particularly interesting. Explain why you found this to be interesting. Use word-by-word quotes (“…”) from the article in your arguments.
- Find two (2) recent examples of brand extensions in the current market. You can find your own examples, or use the ones featured on this site: https://www.prophet.com/2012/04/83-ten-routes-to-a-successful-brand-extension/. For EACH example, explain how it relates to one or more of the 7 types of brand extensions highlighted in the article. Use word-by-word quotes (“…”) from the article in your arguments.
- Choose your personal favorite brand (other than any of the brands used in the article as examples). For this brand, come up with two (2) different brand extension ideas. For EACH extension idea, explain (a) how it belongs to one of the 7 types of brand extensions you studied in the article, and (b) why you think the extension would be successful. (IMPORTANT: Each extension idea must belong to a different extension type specified in the article).
