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TippingSprung Fields Third Annual Brand-Extension Survey |
New York, NY (PRWeb) December 20, 2006 -- Results from TippingSprung's third annual survey of brand extensions, produced in collaboration with marketing newsweekly Brandweek, revealed which extensions are most effective, which have potential to dilute the brand, and what makes some brands more extendible than others. Major trends in brand extensions were also uncovered.
"The survey was developed to help brand owners understand the value of their most important asset - their brand - and to intelligently find ways of unlocking that value through strategic extensions." says Martyn Tipping, president of TippingSprung, and one of the survey's authors.
Of course, extensions can go too far, raising the eyebrows of consumers or even weakening the core brand. The jury is still out, but this might end up being the fate of brand extensions like the Salvador Dalí deodorant stick, Diesel Jeans wine, and Chicken Soup for the Soul pet food.
The Top Brand Extensions. A total of 860 respondents to the survey chose the following top brand extensions:
• American Red Cross emergency radios were named best overall brand extension with 56.7% of the vote. Pantone Eurolux housepaints came in a distant second with just under 18%.
• Snoop Dogg pet accessories were named best brand extension in the pet category, winning 22.7% of the vote, nosing out second-place Pedigree ice cream treats for dogs, a co-branding extension with Good Humor (22%). Nathan's Famous Hot Dog Treats for dogs came in third with 21% of the vote.
• Budweiser barbecue sauce was voted best extension of a food brand with 30.6% of the vote. Trader Vic's menus on United Airlines came in second with 25.3%. Respondents seemed indifferent to Smackers Starburst Bath & Body Collection, which received only 9.7%.
• The best entry into the food category was won by Maxim Prime steakhouses (27.6%). Harley-Davidson beef jerky scored a strong second with 22.8%, with niche play New England Patriots hot dogs garnering 19.2%.
• The Vera Wang Suite at the Halekulani Hotel won best extension into the hotel category (34.1%), with the Palazzo Versace hotel a close second at 27.9%.
• Best extension of a reality-TV show was won handily by The Biggest Loser cookbook (51.2%), with Extreme Makeover: Home Edition women's tool kit a distant second at 20.3%.
• Hubba Bubba chewing gum was voted "most welcome return of a dormant brand" (44.2%), with the announced revival of the Bonwit Teller name coming in a distant second at 21.5%.
• In the ever-popular fragrance category, respondents gave the "smells funny" award for most inappropriate extension to Play-Doh perfume (the overwhelming winner with 65.1% of the vote). Respondents felt that KISS and Daytona 500 fragrances were also ideas that went too far.
Worst brand extension, for the extension that seemed least to fit with the brand's core values, was won by Cheetos lip balm (41.4% of respondents). The Salvador Dalí deodorant stick, part of a line of cosmetics and body-care products sold under the surrealist's name, came in second with 28.3% of the votes. Respondents also felt there was something inappropriate in Diesel Jeans wine and Chicken Soup for the Soul pet food. (Past "winners" in this category include last year's Harley-Davidson cake-decorating kit, and 2004's Hooter's Air airlines, which has since announced the suspension of regular commercial flights.)
Celebrity brand extensions. The survey also looked at the popular but crowded field of celebrity brand extensions: which extensions are... To read the press release in full goto http://prweb.com/releases/2006/12/prweb493223.htm
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