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    Brand extension: Zildjian cymbals

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    How you would create a brand extension of a product?

    © BrainMass Inc. brainmass.com May 20, 2020, 10:36 pm ad1c9bdddf

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    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, ...

    Solution Summary

    Brand extension for Zildjian cymbals is determined.