How you would create a brand extension of a product?© BrainMass Inc. brainmass.com December 20, 2018, 10:22 am ad1c9bdddf
Apparently, there is an entire organization dedicated to this, led by E.M. Tauber, who acts as a consultant on these issues:
http://www.brandextension.org/types.html (this eight-fold typology is actually useful).
I think we can pick one of these and go from there.
Here is a solid academic piece on it:
This paper is useful because it expands on the eight types mentioned above and adds a ton of new information.
So here's our example. Zildjian cymbals: http://zildjian.com/
It's the top seller in the field, and the name is both distinctive and well known to musicians. Over the last 10 years, they have created a line of spinoffs that fit our topic perfectly. In addition, more than one of the eight concepts listed above work in this area.
(I used to be a drummer many moons ago, and I know this field well).
Zildjian is without doubt the best known name in cymbals. More than this, they are very expensive. Even a small set up will cost well over $500. They are hand made and not "punched out" of a sheet like their competitors. Their list of endorsers goes from gospel-music drummers like Rashid Williams to heavy metal's Ginger Fish (who plays for Rob Zombie) and Metallica's Lars Ulrich (from the site, ...
Brand extension for Zildjian cymbals is determined.