Strategic Brand Extension

Edward M. Tauber

Edward M. Tauber is the father of “Brand Extension” and coined the term to describe using the leverage of a well known brand name in one category to launch a new product in a different category.

Brand Extension Research developed proprietary methods to identify strategic brand extensions. Numerous brand extensions succeeded, generating sales of over a billion dollars a year. We have conducted brand extension studies for many Fortune 500 companies.

Reverse Ideation is our most creative method. We analyzed 500 successful brand extensions and discovered that there are only 10 types of brand extension. And for each of the 500, we asked what questions would we have had to ask to identify these brand extension ideas. Therefore, the result is a list of 150 questions that we use to apply to any brand name to creatively identify brand extension concepts. This has proven to be extremely effective and far less expensive than consumer research.

Brand extension research is our specialty. If you see the successful brand extensions we developed on this website, you will understand how we can help you. Also, we can assist you with extending your brand into growth categories and develop a profitable new business.

Whether your goal is to:

  • Find a new product;
  • diversify into a new growth category; or
  • protect the current business from industry outsiders who might brand extend into your category;

Your understanding how brand extension works will allow you to gain advantage. Also, the information on this subject should be something every marketing and senior executive should know.

Learn how to strategize, research and create brand extensions. Brand extension is an alternative to merger or acquisition. It is used as a way to enter a new (for the company) category. In other words – the brand can be leveraged to generate an entirely new and profitable business with long term potential. 

For more information please visit the following articles: 

Types of Brand Extension and Principles on Brand Extension.