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Summary Report
25 September 2004
Brand extensions seem to be everywhere these days footwear from Harley-Davidson, a baby stroller from Jeep and, yes, even the kitchen sink from Jacuzzi. TippingSprung, a Manhattan-based brand consultancy, observed that there are no major brand surveys focusing on brand extensions. This survey of branding and marketing professionals was designed to help address this powerful phenomenon.
Executive Summary......................................................................................................................... 3 About the Brand-Extension Survey ................................................................................................. 5 The Results: Top Brand Extensions ................................................................................................ 7 The Results: New Ideas in Brand Extension ................................................................................. 14 Analyzing the Results: Trends and Themes in Brand Extension ................................................. 15 Appendix I: Detailed Responses, New Brand Extensions............................................................. 17 Appendix II: Sample Respondent Companies............................................................................... 24 Appendix III: Alternate Nominees from Respondents ................................................................... 25 Appendix IV: Full Text of Survey Questions.................................................................................. 26 Acknowledgments.......................................................................................................................... 28 About TippingSprung..................................................................................................................... 28 Press Contact ................................................................................................................................ 28
ts_brand_extension_report_2004_FINAL.doc
Executive Summary
Brand extensions seem to be everywhere these days footwear from Harley-Davidson, a baby stroller from Jeep and, yes, even the kitchen sink from Jacuzzi. Brand extensions are flourishing for a number of reasons. Companies are finding that in many cases, their most valuable asset is not their technology or other tangible assets, but rather their brands, including all the loyalty, emotion, and associative power that they command in the marketplace. TippingSprung, a Manhattan-based brand consultancy, observed that there are no major brand surveys that focus on the powerful phenomenon of brand extensions. Consulting with a panel of branding experts, TippingSprung designed a brand-extension survey to determine top brand extensions, gather ideas for potential brand extensions, and analyze trends. What are the top brand extensions? Respondents voted on winning brand extensions in eight categories, including: Winner Apple iTunes online music store Callaway Golf apparel Harley-Davidson footwear Donald Trump in The Apprentice Hooters Air airline Runner-Up Jeep stroller
Best and worst brand extensions: Apple iTunes Music Store, and Hooters Air airline.
Best extension of a known brand into apparel Best extension of a known brand into footwear Best extension of a celebrity brand Worst brand extension
Victorinox (Swiss Army) apparel Caterpillar footwear Madonna's The English Roses children's book Maxim Magazine Haircolor
Other questions included: Best high-end brand extending to a mass market (won handily by Isaac Mizrahi at Target) Best brand extending into ice cream (won by Godiva) Most overdue brand extension (why didnt they think of that sooner?), won by Mr. Clean cleaning tools.
66.8% 47.3% 35.6% 37.1% 43.9% 65.9%
39.5% 27.8%
footwear
Trump in
apparel
Harley-
Donald
iTunes
Target
Isaac
tools
online
Apple
1. most distinctive
2. apparel
3. f ootw ear
4. ice cream
5. celebrity 6.overdue
7. mass appeal
8. misstep
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airline
golf
The
Which brands are most extendible? Respondents also voted on which brands they would like to see extended. Some of the proposed extensions were eye-opening: Fisher-Price should brand day-care centers Volvo should transfer its credibility in protecting lives into child seats or home-security systems. Nike should brand water. There should be a Harley-Davidson beer. Kleenex should have its own brand of nasal spray. Victorias Secret should extend into other indulgences like chocolates and so said one respondent oysters.
Apple Nike Starbucks BMW Sony Target Bang & Olufsen Ben & Jerry's Coca Cola Crayola Mercedes Prada Rolex Virgin Volvo 3 3 3 3 3 3 3 3 3 4 4 4 5 8 16
Emerging trends in brand extension The following are a few of the key trends observed in the survey, discussed more fully in the attached report: Technology is more about the brand than the gadgetry. People seem to be looking for brand extensions from their favorite technology brands Apple, Nokia, BlackBerry and B&O. This shows that consumers (or at least the professionals we spoke with) fully understand that technology is about more than functionality it is about embracing a digital lifestyle. Were looking for the brands we grew up with to grow with us. A number of respondents happen to mention Crayola as a candidate for brand extensions. Is this a case of nostalgia making brands that we loved in our childhood relevant to us as adults? Barbie is capitalizing on the huge goodwill that adult women feel toward the brand with their launch of adult fashion and fragrance brands. Could other childrens brands "grow-up" in a similar way? Brands that stand for a single idea in consumers' minds are also ripe for extension. Everybody knows that Volvo stands for safety, so baby car seats and strollers is a perfectly logical extension. Likewise, Ben & Jerry is a socially responsible, "grassroots" brand so why not sell a B&J clothing line made from allnatural fibers? IKEA is about fun, cheap, funky furniture with a side of Swedish meatballs, so why not go whole hg and launch an IKEA chain of cafes or fast food restaurants? The survey showed that people are highly receptive to brand extensions. In fact, many consumers are looking to the brands they trust and love to fill other niches in their lives, said Peter Makula, one of the surveys authors. The survey demonstrated that brands are defined by things far less tangible than form. When people can visualize Harley-Davidson beer or Singapore Airlines financial services, it shows the intangible and emotional power of brands.
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ts_brand_extension_report_2004_FINAL.doc
The panel of experts. TippingSprung consulted with 15 experts in designing the survey and selecting the choice of brand extensions offered as options in each category. Panelists needed to be active in the field of branding or brandextension/licensing. We also needed reasonable confidence in the experts objectivity. TippingSprung is a New York-based branding company with practices in brand licensing, brand strategy, naming, design, and linguistics. The survey was organized and analyzed by these TippingSprung principals: Martyn Tipping. A veteran of the branding industry, formerly director of verbal branding at Landor Associates. Martyn is a graduate of the University of Cambridge in modern languages and social psychology. Peter Makula. Peter has worked in the brand-licensing and extension industries for almost 15 years. He is a graduate of Harvard College. Robert Sprung is a professional linguist who focuses on issues in global branding. He is also a Harvard graduate.
How the Survey was Conducted and Analyzed The final survey administered by TippingSprung consisted of 10 questions (reproduced below). Questions 1 through 8 offered a number of selections in answer to a broad category in the field of brand extension. Respondents were given the opportunity to write in candidates if their choice in a given category was not offered (question 9). These write-in responses are given in Appendix III of this report. Question 10 was more open-ended, giving respondents the opportunity to suggest new brand extensions based on their favorite brands. This question produced a wealth of suggestions for potential brand extensions, which also form the basis for some of our comments on emerging trends in the field of brand extension. The survey was sent to 2,659 people. This was a select list of branding professionals at branding or similar creative agencies, and branding professionals (typically with a VP Marketing title). Of these, 208 branding professionals responded within the time limit. Respondents came from a representative cross-section of addressees. Companies represented by the survey results included such companies as Avaya, Avon, Campbell Soup, Daewoo, Dell, FutureBrand, GlaxoSmithKline, Johnson & Johnson, Landor Associates, L'Oreal, NBC Universal, Nissan, Philips Electronics, Procter & Gamble, Siegel & Gale, The Beanstalk Group, Timberland, The Wharton School, Time Inc., WPP Group, and Young & Rubicam. (A more complete list of respondent companies is given in Appendix II.) How the survey was administered. The survey was sent as an email form. Only responses from original email addresses were accepted; duplicates were not counted. The survey was sent in the first week of August 2004, and results were collected until August 21, 2004.
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Olay vitamins 9.3% Apple iTunes 47.3% Nickelodeon Family Suites 7.8% Starbucks Hear Music CDs/stores 6.3% Lycra nail polish 3.4% Disney Color by Behr 6.3%
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Question 2.
DRESSED TO IMPRESS (among brands extending into apparel, where does the brand most enhance the offering?)
votes
Victorinox apparel 25.4% Barbie apparel 20.5% Callaway Golf apparel 35.6%
1 2 3 4 5
Callaway Golf apparel Victorinox apparel (Swiss Army brand) Barbie apparel Teflon denim apparel Samsonite Blacklabel apparel
73 52 42 25 13
Question 3.
BEST FOOTWEAR FORWARD (among brands extending into footwear, where does the brand most enhance the offering?)
votes
1 2 3 4 5
Harley-Davidson footwear Caterpillar footwear Oakley footwear Kangol footwear Hummer footwear
76 71 34 14 10
Hummer footwear 4.9%
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Question 4.
HOTTEST ICE CREAM (among brands extending into ice cream, where does the brand most enhance the offering?)
votes
1 2 3 4 5 6
Godiva Starbucks Atkins Endulge Weight Watchers Smart Ones M&M Tropicana
90 37 35 25 16 2
Tropicana 1.0% M&M 7.8%
Godiva 43.9%
Starbucks 18.0%
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Godiva. Godiva now sells ice cream in flavors like Chocolate Covered Cookies and Cream, and Chocolate Raspberry Truffle. M&M. M&M/Mars has a relationship with Dreyers ice cream. They introduced six products in the $1.6 billion premium packaged ice-cream market in the spring of 2004. Starbucks. Starbucks, who also partnered with Dreyers, has launched eight flavors of Starbucks ice cream, plus two coffee ice-cream bars. Flavors include Biscotti Bliss and Java Chip. Tropicana. Tropicana, the world leader in fruit juices, has two flavors of Tropicana Swirls: vanilla ice cream with raspberry sorbet, and vanilla ice cream with orange sorbet. Weight Watchers Smart Ones. CoolBrands International introduced a new Giant Fudge Bar for Weight Watchers in late 2002. Totaling 1 point in the Weight Watchers system, the bar sells itself as rich and chocolaty.
Question 5.
CELEBRITY IN A NEW SPOTLIGHT (for the extension that has most positively influenced how a celebrity is perceived)
votes
Donald Trump in The Apprentice 66.8%
1 2 3 4
Donald Trump in The Apprentice Madonna's The English Roses children's book Dr. Phil's Shape Up nutrition bars Jessica Simpson's Dessert Beauty cosmetics
137 43 13 12
Jessica Simpson's Dessert Beauty cosmetics 5.9%
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Question 6.
WHY DIDNT THEY THINK OF THAT SOONER? (for the most intuitive extension from a trusted brand)
votes
1 2 3 4
Mr. Clean cleaning tools Xerox paper shredder Maytag air conditioner Heineken/Krups BeerTender
81 74 32 18
Question 7.
MEETING THE MASSES (for the most interesting "high-end" personality extending to a mass market)
votes
1 2 3 4
Isaac Mizrahi at Target O Oscar Simply Shabby Chic Bisou Bisou at J.C. Penney
135 31 23 16
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Question 8.
HOW'S THAT AGAIN? (for the extension that least fits the brand's core values)
votes
Maxim Magazine Haircolor 24.4% Ferrari laptop 22.9% Hooters Air airline 27.8%
1 2 3 4 5 6
Hooters Air airline Maxim Magazine Haircolor Ferrari laptop Sunkist pistachios Vera Wang Cologne for Men Jacuzzi kitchen sinks
57 50 47 22 17 12
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Question 9.
If your top choice for any question wasn't listed, please feel free to write it in here (please specify the question numbers).
36 respondents (17%) offered a write-in vote as an alternative to at least one of the questions. Only one of these brand extensions was mentioned more than once: Kelloggs Eggo Syrup received two mentions (it is an extension of the waffles associated with the advertising catchphrase Leggo my Eggo). Jack Daniels received two separate write-in votes, one for its electric guitar, and one for its barbecue sauce. Complete results to this question are given in Appendix III below.
Summary/Analysis
Among the winners in each category, we looked for brands which clearly distanced themselves from the runners-up. In this context, the following stand out:
66.8% 47.3% 35.6% 37.1% 43.9% 65.9%
39.5% 27.8%
HarleyDavidson footwear
Godiva
4. ice cream
5. celebrity 6.overdue
8. misstep
Apple iTunes (47.3% in its category) the most distinctive extension Godiva ice cream (43.9% in its category) the brand that most enhances the offering (in the ice cream category) Donald Trump in The Apprentice (66.8% in its category) the brand extension that most positively influenced how a celebrity is perceived Isaac Mizrahi at Target (65.9% in its category) most interesting high end celebrity going mass-market
These winners illustrate a number of the larger brand-extension trends discussed below.
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Here is a sampling of the many fascinating ideas submitted by respondents: Apple Computer was mentioned by a disproportionate number of respondents (which might be due, in part, to the disproportionate representation of the Apple among branding and design firms). Milton Bradley and Fisher-Price should brand day-care centers, or have their own airport-based entertainment centers. Kohler (bathroom fixtures) should extend into decorative ceramic tile. Volvo should transfer its credibility in protecting lives into homesecurity systems. Lennox (makers of furnaces) should brand water heaters. Nike should brand water. Ocean Spray should get into frozen novelties (popsicles, ices, etc.). Lancme should brand apparel. There should be a Harley-Davidson beer.
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Ben & Jerrys should come out with its own brand of chocolate bars, candy, etc. Kleenex should have its own brand of nasal spray. Victorias Secret should extend into other indulgences like chocolates and so said one respondent oysters. Starbucks should have a brand of spas. (Survey organizers were a bit surprised that the Starbucks brand did not come up more for example, it scored low with its ice-cream brand since the name is almost universally recognized and people tend to love it or hate it.) The following brands were mentioned by at least two different respondents: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. BlackBerry Callaway Golf Fujifilm Harley-Davidson Hewlett Packard IKEA Jaguar Jeep JetBlue MAC cosmetics Nokia Panera bread Pottery Barn Samsung Snapple Volkswagen Weight Watchers Whole Foods Oprah Absolut Atkins Nutritionals
A complete detail of responses to this question, one of the most interesting aspects of the survey, is given in Appendix I below.
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This is why we think that this is a lifestyle issue rather than just a gadget issue. What the gadget does is still important, but how it looks and what it says about your taste and style is even more important. Determining Which Brands Are Ripe for Extension A number of respondents happen to mention Crayola as a candidate for brand extensions. Is this a case of nostalgia making brands that we loved in our childhood relevant to us as adults? Barbie is capitalizing on the huge goodwill that women feel toward the brand with their launch of adult fashion and fragrance brands. Could other kids brands "grow-up" in a similar way? Brands that stand for a clear, singular idea in consumers' minds are also ripe for extensions. Everybody knows that Volvo stands for safety, so baby car seats and strollers is a perfectly logical extension. Likewise, Ben & Jerry is a socially responsible, "grassroots" brand so why not sell a B&J clothing line made from allnatural fibers? IKEA is about fun, cheap, funky furniture with a side of Swedish meatballs, so why not go whole hg and launch an IKEA chain of cafes or fast food restaurants? Brands like Starbucks that have insinuated their way into the fabric of our lives are also strong candidates for extensions. Some of the suggestions are obvious and reflect areas where the brand may be currently underperforming - Starbucks branded food, for example. Others are a little more out there but show that Starbucks is about much more than coffee - you wouldn't expect the same brand that gives you a get-up-and-go caffeine buzz to also offer you a soothing relaxing massage. But, if you acknowledge that Starbucks is about a welcoming environment, cool music and outstanding service then perhaps the concept of a Starbucks spa seems less crazy. Apple Leads the Way This brand gets a lot of mentions and suggestions that the brand should diversify into other products like cell phones, digital cameras, PDAs, and home-entertainment products. Of course, this could be caused by the inherent bias of our sample (marketing and other creative professionals often prefer, or even idolize, Apple), but it is also a testament to the brands leadership position in some cool new categories (portable music), and the companys effective use of design. Rubbing Off the High-End High-end, or luxury brands, were disproportionately represented among respondents (Tiffany wall paper and fabrics; Bang & Olufsen air conditioners; Rolex into anything high end). This is a natural instinct in brand extension find a fancy name and spread around its prestige halo. Respondents likewise wished to allow high-end automotive brands (Mercedes-Benz, BMW, Rolls-Royce) entry into other areas in their lives, including home appliances, bicycles, and jewelry. In a way, Donald Trump is a luxury brand, with The Apprentice emblematic of the power of success in the American business world. Celebrities or Brands? Todd Oldham is designing La-Z-Boy furniture, but this is just an illustration of a larger trend: brands hooking up with great design to make themselves stand out and protect their pricing and market position. This trend is spreading across categories and classes of retail (cf. Isaac Mizrahi at Target). Increasingly, celebrities are branding themselves and, as brands, they are crossing over into new categories. George Forman, best known for grills, is now promoting mens apparel (Big & Tall). Russell Simmons, who started out as a band manager (Run DMC), has become an arbiter
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of fashion taste, with a handful of urban apparel brands (Phat Farm, Def Jam, etc.). Funk Master Flex, a radio DJ, has a television show promoting automotive appearance strategies. One respondent suggested that Jimmy Buffet should consider branding vacation packages (why didnt the Beach Boys think of that?). This trend should continue as Americans remain preoccupied with personalities and entertainment.
Absolut
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Air conditioners Furniture & household furnishings Laptops Professional legal consulting, how to avoid trouble with the government, shareholders and customers Clothes that match their relaxed and comfortable image -bathrobes, fleece sweatsuits, knit tops and pants, etc. All-natural clothing line Chocolate bars/candy. Could consider extending into the healthy snack food category. I think B&J's equity and distinction as a quirky, wholesome, natural, progressive, eco-friendly brand has enough elasticity and appeal to succeed. Power boats Up-market dining set Card-game accessories (shufflers, casino/betting chips, money clips, card game racks, etc.) Byte-size style guides Footwear BMW, Mercedes-Benz, or Porsche would be a lot more fun on a stroller than Jeep.
Boeing Borders Brita Cabela's / Bass Callaway Golf Calvin Klein Caterpillar Chico's Chiquita Cirque du Soleil
Motor boats Publish and sell a ""Review of Books"" type printed magazine. Monthly, on magazine stands or by subscription. Brita Water Filters into household purifiers, personal sports bottles w/filtration system Range of consumer products Golf vacation packages. Stationery Pet colognes Work denims Home fashions Fruit drinks, baby foods, popsicles, ice cream Home decor
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Furniture Pantry Essentials Corona beer into Corona aspirin Childrens clothing Room decor E-mail Daycare center business. Cooking utensils Motorcyles, kids' scooters Racing bicycles Line of home linens Space ships, mobile homes Digital printers/photo-related digital products Portable, PDA-like, handheld video receivers Pocket knives Book bags, book covers Beer Sportswear News Lighting Handheld products (diary) Fast food Home delivery Trendy but affordable cafes Housewares Bicycles Sneakers Mountain bikes [Editors note: Jeep is now selling a bicycles under the Jeep name, as well as mountainboards.]
FedEx or USPS or UPS Fisher-Price Food Network Ford Mustang Ford Shelby Cobra Four Seasons Hotels Frank Gehry
JetBlue
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Jimmy Buffett KitchenAide Kleenex/Puffs Kohler Lancme Land Rover Lennox Levi's Louis Vuitton MAC Cosmetics
Jimmy Buffett vacations Clothes washer / dryer Kleenex or Puffs: nasal spray, moisturizer Ceramic tile Apparel Luggage Water heaters Belly-button rings for low-rise jeans, with free piercing Automobile interiors Clothing, footware Airline (fast check-in/no extras/just a seat)
Home appliances Computers with all software instantly downloaded online Reduced-calorie snack foods: lite beer/lite chips I can see someone like a Milton Bradley creating travel boredom stores where they not only sell games and activities for travelers (and families) but create an experience there. Got a couple of hours to kill at the airport? Go to the MB Travel Shop. Mints Vitamins for kids Rain gear Children's swimwear, related toiletries Computer and telephone accessories Cosmetics Replica Production Cars (so you race like your favorite driver) Energy drinks? Baking pans Yoga or meditation aids Car-care products
Mini Cooper MLB or NFL Morton Salt Mr. Bubble MTV Muji NASCAR Nespresso Nestl New Balance NHRA
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Nokia
Exercise equipment/ treadmills Fitness classes, gyms Home exercise equipment Seat cushions, sport chairs, etc. Water and sports beverages Other electronics (radios, DVD players, computers) Self-development centers. Exploring the relationship with ourselves to become more conscious and proactive in this life. Connecting People! (together and within). First golf clothes, then golf equipment Frozen novelties (popsicles, granitas, ices) Oprah healthful eateries Organic teas, bottled water, energy bars Ketchup, relish, mustard, etc. Kids' apparel Jeans Automobiles Clothing Home Furnishing Channel Cosmetics, skin care for those of us who can't afford a dress or handbag Food and beverages Cleaning products for delicate products like laptops, handheld electronic products, etc. Adventure travel packages Everything high-end Handheld GPS devices Luxury apparel and accessories (cuff-links, tuxedos and suits, etc.) Upscale jewelry/accessories/china Line of bicycles Pillows Instruction in beauty-related careers Total business-travel services (financial services, range of high-end travel accessories, complete travel service)
Oakley Ocean Spray Oprah Origins Oscar Mayer Pampers Pepsi Polo Pottery Barn
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Cosmetics - groovy, environmentally aware products and packaging Other "Best Stuff" foods Theme Park Work clothes In-store dessert lines (similar to bottled frappuccinos...) Spa, massage, and beauty parlors Cookies and yogurt sold in supermarkets (like their ice cream)
Heavy machinery Healthy lighting (vitamin D) Target is my favorite store. They have the coolest commercials and a great logo and yet you can't buy anything really (except a t-shirt or bulls-eye plush toy) with the logo on it. I would snap up that stuff. Much like the Polaroid large-screen TV example mentioned above, the Technicolor brand can easily move to digital camera devices, computer monitors, TV screens, computer graphic software. Cleaning products beyond detergent Wallpaper and fabric TV dinners A magazine/catalog of the top interior, fashion, and landscaping shows. Recapping episodes and detailing information for how consumers can obtain the look. Roller blades Adventure vacations and adventure books; line of fitness clothing for women. Chocolate, oysters Condoms Luggage Mountain bikes/ mopeds/ scooters/ branded apparel Child seats and strollers Health spas Home security systems
Technicolor
Tide Tiffany TiVo TLC (The Learning Channel) Trek bikes Tubbs Snowshoes Victoria's Secret Virgin Volkswagen
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Retail bank (Editors note: Tesco supermarket has already done this with great success in the UK.) Free weights Organic restaurants, spas and retreats/eco-farm agro-tourism vacation destinations Would like this brand to become more mainstream while raising the awareness of the importance of diet in our overall health (personal responsibility). Home-office supplies beyond paper Laundry detergent (eco-safe)
Xerox Zoots
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[Editors note: the survey limited itself to brand extensions of the last three years]
2 3
[Editors note: Simmons wasnt included in the survey since, strictly speaking, he wasnt a rapper, but rather a business manager.] The respondent added, "although I wouldn't have selected that one." The respondent added, "I would have selected that instead of the nutrition bars.
Worst extensions
They have a current promotion w/ a free game of bowling for every bag of Baby Ruths candy bars you buy. I don't get the connection at all.
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2.
DRESSED TO IMPRESS (where does the brand most enhance the product?)
Barbie apparel Callaway Golf apparel Samsonite Blacklabel apparel Teflon denim apparel Victorinox apparel (Swiss Army brand)
3.
BEST FOOTWEAR FORWARD (where does the brand most enhance the product?)
Caterpillar footwear Harley-Davidson footwear Hummer footwear Kangol footwear Oakley footwear
4.
HOTTEST ICE CREAM (where does the brand most enhance the product?)
Atkins Endulge ice cream Godiva ice cream M&M ice cream Starbucks ice cream Tropicana ice cream Weight Watchers Smart Ones ice cream
5.
CELEBRITY IN A NEW SPOTLIGHT (the extension that has most positively influenced how a celebrity is perceived)
Donald Trump in The Apprentice Dr. Phil's Shape Up nutrition bars Jessica Simpson's Dessert Beauty cosmetics Madonna's The English Roses children's book
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6.
WHY DIDNT THEY THINK OF THAT SOONER? (most intuitive extension from a trusted brand)
Heineken/Krups BeerTender draught appliance Maytag air conditioner Mr. Clean cleaning tools Xerox paper shredder
7.
MEETING THE MASSES (most interesting "high-end" personality extending to a mass market)
Bisou Bisou at J.C. Penney Isaac Mizrahi at Target O Oscar (Oscar de la Renta) at Macy*s Simply Shabby Chic (Rachel Ashwell) at Target
8.
HOW'S THAT AGAIN? (the extension that least fits the brand's core values)
Ferrari laptop Hooters Air airline Jacuzzi kitchen sinks Maxim Magazine Haircolor Sunkist pistachios Vera Wang Cologne for Men
9.
If your top choice for any question wasn't listed, please feel free to write it in here (please specify the question numbers). List one or two of your favorite brands, and how they might be creatively extended into new categories.
10.
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Acknowledgments
This survey is the result of the hard work of a number of people. We wish to thank all those who responded to the survey. We also wish to thank the branding experts who gave generously of their time in helping craft the survey questions and voting on the potential extension nominees. We wish to give special thanks to Jenny McDonald, who helped in all aspects of the survey design and administration. This project could not have been completed without her. Thanks also to Dirk Kammerzell, for his design assistance, and Marina Kaziner, for fact-checking and proofreading.
About TippingSprung
TippingSprung is a New York-based branding company with key practices in brand licensing, brand strategy, naming, design, and translation. Contact information: TippingSprung, LLC 350 Seventh Avenue, Suite 1703 New York, NY 10001 Tel. 212 268 4800 Fax 212 268 8566 www.tippingsprung.com
Press Contact
Press inquiries relating to the TippingSprung 2004 Survey of Top Brand Extensions may be directed to: Judy Kalvin Kalvin Public Relations Email: jkalvin@kalvinpr.com Tel. 914.693.0123
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