Click me
Transcribed

Brand Sweet Home

NEWS Crystal Collection BRAND SWEET HOME $40-600 One of the oldest moneymaking tricks in the marketing book is the trusty brand extension-grabbing a successful name and slapping it on a new product in a different category. It's not hard to see why brands do this. The deals are pretty simple [see sidebar, opposite] and the added revenue is pretty much gravy. When the extension works-as it did with Starbucks latte ice cream and Mr. Clean car wash-it works like a charm. Trouble is, brand extensions often don't work. When a brand stretches its name too far from its home turf, the results can be ugly-Colgate frozen entrees, Cheetos lip balm and (we wish we were kidding) Precious Moments coffins. The latest fad in the brand-extension game: Home collections. Suddenly, brands ranging from Esquire magazine to cooking-show queen Paula Deen want to design your living room. Why now? According to Robert Sprung, president of TippingSprung Licensing, a still-moldering economy has left many brands frantic for a fresh revenue stream. "A lot of these guys are desperate," Sprung says. "They're thinking: 'Here's my brand-what can I do with it?" And since so many Americans are staying home instead of spending money at the mall, the current spate of home collections seems aimed at hitting them, uh, where they live. So, thinking about replacing that old couch? Donald Trump wants to sell you one. Manhattan Bar Trunk Boulevard Bar Table $5,485 $1,499 Bag Lady's Cabinet $1,599 799 Chairs sold separately @ $549 each -Robert Klara Sheraton Sigmature i Lounge Chair ANE0 MOIES HOW WERE SPENDING OUR SUMMER DRINKING THE 75 ave MERYNAN MEGA FOX-ING BFSUMMER Jand Stais Qwhnia Hey yall Lily Pulitzer Units Sold in 2010*: ESQUIRE MAGAZINE Units Sold in 2010*: Estimated at 5 million Positioning: First to market and now price, the Kindle may be losing market share (Credit Suisse sees a slip to 35 percent by 2015 from this year's 72 percent). But maybe the warm-and-fuzzy holiday ads will help. The CEO says: "This holiday season we'll have the best prices, the biggest selection, the highest in- stock and the fastest delivery in our history," said Jeff Bezos in an October statement. PAULA DEEN Units Sold in 2010*: Estimated at 5 million Positioning: First to market and now at a lower price, the Kindle may be losing market share (Credit Suisse sees a slip to 35 percent by 2015 from this year's 72 percent). But maybe the warm-and-fuzzy holiday ads will help. The CEO says: "This holiday season we'll have the best prices, the biggest selection, the highest in-stock and the fastest delivery in our history," said Jeff Bezos in an October statement. Analyst Prediction: "Apple poses a huge threat to the Kindle, which has taken a number of steps, including cutting its price to stay competitive. But the good news is that the market's big enough for both to do quite well." -Paul Carton, director of research, ChangeWave TRUMP Units Sold in 2010*: Estimated at 5 million Positioning: First to market and now at a lower price, the Kindle may be losing market share (Credit Suisse sees a slip to 35 per- cent by 2015 from this year's 72 percent). But maybe the warm- and-fuzzy holiday ads will help. The CEO says: "This holiday season we'll have the best prices, the biggest selection, the highest in-stock and the fastest delivery in our history," said Jeff Bezos in an October statement. Analyst Prediction: "Apple poses a huge threat to the Kindle, which has taken a number of steps, including cutting its price to stay competitive. But the good news is that the market's big enough for both to do quite well." -Paul Carton, director of research, ChangeWave SHERATON Units Sold in 2010*: Estimated at 5 million a lower Estimated at 5 million Positioning: First to market and now at a lower price, the Kindle may be losing market share (Credit Suisse sees a slip to 35 percent by 2015 from this year's 72 percent). But maybe the warm- and-fuzzy holiday ads will help. The CEO says: "This holiday season we'll have the best prices, the biggest selection, the highest in-stock and the fastest delivery in our history," said Jeff Bezos in an October statement. Analyst Prediction: "Apple poses a huge Positioning: First to market and now at a lower price, the Kindle may be losing mar- ket share (Credit Suisse sees a slip to 35 percent by 2015 from this year's 72 per- cent). But maybe the warm-and-fuzzy holi- day ads will help. The CEO says: "This holiday season we'll have the best prices, the biggest selection, the highest in-stock and the fastest delivery in our history," said Jeff Bezos in an Analyst Prediction: "Apple poses a huge threat to the Kindle, which has taken a number of steps, including cutting its price to stay competitive. But the good news is that the market's big enough for both to do quite well." -Paul Carton, director of research, ChangeWave Teeekayteekay agreement is an agreement according to which two or more parties grant a license to each other for the exploitation of the subject-matter claimed in one or more of the patents each owns.[1] Very often, the patents that each party owns covers different essential WORKS aspects of a given commercial product. Thus by cross licensing, each party maintains their freedom to bring the commercial product to market. The term "cross licensing" implies that neither party pays monetary royalties to the other party, however, this may be the case. HOW IT 12 | ADWEEKMEDIA | 2.14.2011

Brand Sweet Home

shared by rae16 on Feb 03
136 views
1 shares
0 comments
Celebrity Homegoods brand extension infographic originally published in Adweek

Publisher

Adweek

Designer

Carol Wells

Source

Unknown. Add a source

Category

Home
Did you work on this visual? Claim credit!

Get a Quote

Embed Code

For hosted site:

Click the code to copy

For wordpress.com:

Click the code to copy
Customize size