Stretching Your Brand's Elasticity
Extending your brand into a related category can add to your core consumer base and create incremental revenue. But there are risks. by bob swientek
- Leveraging the established brand to launch a new product or line is less expensive than building a brand from scratch. Brand extensions also may be less risky.
- Retailers may be more willing to give shelf space to an established brand vs. an upstart brand.
- Brand extensions have a "built-in" audience, drawing consumers from the base or core brand. They also attract new consumers to your brand franchise.
- The brand extension capitalizes on the base brand's equity. The extension exploits the consumer awareness and goodwill established after years of investing in advertising, promotion and product performance.
- The extension keeps the brand relevant and contemporary. It taps emerging market opportunities and delivers long-term business growth.
- Does the proposed extension fit your franchise? Does it meet your standards and align with your profile?
- What purpose will the new extension serve? Is it part of an offensive strategy to tackle new markets, or is it a defensive strategy in response to competitive threats?
- What is the possible net effect of the extension? Could the new product cannibalize sales of your existing offerings? Would retailers be likely to replace a lower-performing member of your franchise with the new extension?
- Finally, can your budget adequately support a brand extension? You'll have to cover the costs of additional marketing and advertising, as well as getting your sales force up-to-speed.
Where to go for more information...
|* Package design services. At Bailey Design Group, contact Chris Bailey at 610.940.9030 or email@example.com
* Structural packaging design. At Webb Scarlett, contact Ronald de Vlam at 312.575.0700 or firstname.lastname@example.org
* Viscous liquid pumps. At Rexam Dispensing Systems, contact Hervé Bichon at 914.251.8420 or email@example.com
* Rigid plastic sleeve packaging. At AGI/Klearfold, contact Pat McGee at 215.918.3023 or
* Brand design services. At Smith Design, contact Martha Seidner Gelber at 973.429.2177 or firstname.lastname@example.org
professional, no-nonsense confidence, while being easy to hold and dispense.
explain the new method for one-handed dispensing—press down with two fingers and swipe off,"Hollmann says.
Sika's retail line leverages the yellow-and-red color scheme of the professional line. But the two package designs are different. That's important, Winge says, because "we did not want to confuse the retail line with our commercial products and upset our customers." BP
The author, Bob Swientek,is the Editor-in-Chief of BRANDPACKAGING magazine.
When designing a brand extension’s packaging, you should leverage the equity elements of the existing brand.
The author, Bob Swientek, is the Editor-in-Chief of BRANDPACKAGING magazine.Extending your brand through structural packaging When designing a brand extension's packaging, you should leverage the equity elements of the existing brand.
Ask yourself, "What are the predominant traits that physically define the product family?"
Taking a service brand into the retail aisle How do you package a national icon?
That was the challenge faced by Changing Paradigms when it licensed the Roto-Rooter brand for a retail line of drain-cleaning products. To help create packaging for the line, Changing Paradigms called on Ionic Communications Group. "Our strategy was to capitalize on Roto-Rooter's exceptional brand recognition and equity by integrating a unique, memorable structure with compelling graphics," says Philip Volk, Ionic's Managing Partner.
A review of the product category showed packaging with the same basic shapes and proportions. To significantly differentiate the brand on the store shelf, Ionic collaborated with One80 Design to create a distinct package. The high-density polyethylene bottle, made by Silgan Plastics, incorporates a "drainpipe with elbow" design. "The aesthetics of the structural package are immediately recognized and associated with the usage occasion to clearly communicate the end benefit to consumers," says Jim Warner, Managing Director at One80 Design.
This iconic shape says "under the sink." A compression-molded "medallion" above the "elbow" contains an embossed message. A tube, running through the medallion at a 45-degree angle, acts an air vent. This prevents "glugging" during pouring. Part of the drainpipe design becomes the handle for carrying and pouring. Finger grips on the handle provide two benefits. They help grasp the bottle and provide the illusion of free-flowing liquid. An image of a clean, clog-free drainpipe on the front label reinforces the structural design. Ionic chose a gray-metallic color for the label's background to signal "industrial, toughness and strength," Volk says.
A book-style, extended-content label on the back of the bottle includes usage directions and a coupon offering a 10 percent discount for the professional plumbing service. Where to go for more information... u Package design services. At Ionic Communications Group, contact Philip Volk at 513.281.7800 or email@example.com u Structural packaging design.
At One80 Design, contact Jim Warner at 212.268.1801, ext. 22 or firstname.lastname@example.org u Labeling services.
Five telltale signs you've overextended your brand
Savvy consumers know that a resealable zipper can turn a simple package into a reusable storage container, keeping products fresh and securely contained.