Brand extensions

In December last year, TippingSprung produced their Second Annual Brand-Extension Survey. From a survey of 27,000 marketing professionals, Iams Pet Insurance was voted overall winner. Harley-Davidson cake decoration kits (!) was voted worst. The brand from which most respondents would like to see extensions was Apple.

Here in the UK, Heinz has moved into other tomato based products - from beans, soups and condiments they now produce canned tomatoes. To me, that seems a logical extension as they completely own the red 'fruit' in a can. And am I right in saying that I have seen Heinz pizzas? Again, a good extension though they make difficulty dislodging anything Italian.

But I have always had a difficulty with Porsche and their Cayenne model and BMW, to a lesser extent, with their X3 model. You just can't have sporty and 4x4 in one brand and be believable.

Apple is a great brand, with such a loyal customer base they could enter into many things and be successful. I for one would buy their garden hose. Or eggcup.