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Strategic Brand Extension: Practitioners’ Guide to Profitably Extend Brands Into New Categories

Review

I recently had the opportunity to read Strategic Brand Extension: Practitioners’ Guide to Profitably Extend Brands Into New Categories, and I must say, it is a comprehensive and insightful guide for anyone interested in expanding their brand into new categories.

The book provides a step-by-step approach to strategically extending brands, ensuring profitability and success. It starts by emphasizing the importance of thorough market research and understanding target consumers. This foundation helps practitioners identify new categories that align with their brand and have potential for growth.

The guide then delves into the intricacies of brand positioning and communication. It highlights the significance of maintaining brand consistency even when entering new categories. It further provides useful strategies for effectively communicating the brand extension to customers and stakeholders.

One aspect I particularly appreciated about this guide is its focus on profitability. It recognizes that while brand extension can create exciting opportunities, it must be done with the bottom line in mind. The book offers practical frameworks and financial models to evaluate the potential profitability of brand extensions, enabling practitioners to make informed decisions.

The use of real-world case studies throughout the book further enhances its practicality. These examples highlight successful brand extensions and offer valuable insights into the strategies that led to their achievements. By learning from these case studies, practitioners can gain inspiration and avoid common pitfalls.

Conclusion

In conclusion, Strategic Brand Extension: Practitioners’ Guide to Profitably Extend Brands Into New Categories is an indispensable resource for marketers, brand managers, and entrepreneurs looking to expand their brand’s presence. Its thorough approach and practical advice make it a must-read for anyone involved in brand extension projects.

FAQs

Q: Is this book suitable for beginners?

A: While the guide assumes some basic knowledge of branding, it provides clear explanations and is accessible to both beginners and experienced practitioners.

Q: Does the book focus on specific industries?

A: No, the book offers strategies and frameworks that can be applied to brand extension across a wide range of industries.

Q: Are there any downloadable resources accompanying the book?

A: Yes, the book’s website provides downloadable templates, worksheets, and additional case studies to further support the concepts discussed in the guide.

Q: Can this guide be used for both product and service brands?

A: Absolutely. The principles and techniques outlined in the book are applicable to both product and service brands.

Brand Extension radically changed the world of business. It enables companies to create totally new businesses. It provides a means to diversify into new categories other than through expensive mergers and acquisitions. It offers an innovative way to develop new products. It allows some firms to turn what was a single product or service into a broad line of products in a variety of categories. That is why Amazon, Apple, Clorox, Disney, Nestle’, Starbucks and hundreds of other companies use brand extension. If you have the responsibility to help grow your organization, you need to understand brand extension.

This is a book for practitioners to learn how to strategize, research and create brand extensions. A brand can be leveraged to generate an entirely new and profitable business with long term potential. Whether your goal is finding a new product, diversifying into a new growth category or protecting the current business from industry outsiders who might brand extend into your category, understanding how brand extension works should be something every marketing and senior executive should know.

Edward M. Tauber, the author, is the father of brand extension having coined the term and developed methods to identify them. The many brand extensions he developed for major corporate clients generate over a billion dollars a year in sales – and many have for more than 25 years.

ASIN ‏ : ‎ B07WSTVGBJ
Publisher ‏ : ‎ Brand Extension Research (20 Aug. 2019)
Language ‏ : ‎ English
File size ‏ : ‎ 23240 KB
Simultaneous device usage ‏ : ‎ Unlimited
Text-to-Speech ‏ : ‎ Enabled
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Sticky notes ‏ : ‎ On Kindle Scribe
Print length ‏ : ‎ 271 pages

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