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Pushing It To
The Breaking Point

Pushing It To The Breaking Point

Parham Santana has declared the Best and Worst Brand Extensions of 2012. Over 11,000 respondents participated in the first annual online poll, done in conjunction with Adweek, where they were asked to pick their top three from a list of 10 best and worst identified by Parham Santana. According to John Parham, who heads the branding firm: “A successful and lasting brand extension franchise must have three things: a logical fit with the parent brand; leverage for competitive advantage, and; opportunity to enhance the brand and produce sales.” The Best Brand Extensions of 2012 are: (1) Nestlé Crunch Girl Scout Cookie Candy Bars, (2) Duracell PowerMat Wireless Charger, (3) ZzzQuil Sleep Aid from NyQuil. The Worst Brand Extensions are: (1) Zippo the Woman Perfume, (2) Eva Longoria’s SHe Steakhouse, (3) Paula Deen Kids Furniture. Adds Parham: “The losers, seem to be either operating without a strategic perspective or are stretching what we would call the ‘extendable equity’ — what you 'own' in the consumer’s mind — to the breaking point.”
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