The brand extension might work if a powerful, encompassing idea can move across different products.
More casual, affordable fashion merchandise in represented by this brand extension that should appeal to a younger consumer.
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They also share a brilliant awareness of the deadly trap of brand extension.
All of that, though, will pale in comparison when the most obvious Angry Birds brand extension of all gets underway—video ads!
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While most of the ladies on the list owe their fame to on-screen or on-stage personas, many have built their fortunes through smart brand extension.
Music can be such an amazing and impactful brand extension.
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This will change dramatically in the case of brand immersive apps, as the medium will be an actual extension of the brand itself, becoming a vehicle to develop complementary revenue beyond the product sale.
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"Whenever a brand elects to align with a celebrity, that celebrity becomes an extension of that brand, " he explains.
The distributor (and by extension the original manufacturer or brand owner) is happy because the SMS text (or a call with an automated voice response system) also lets the ERP system know how much inventory is being drawn down and when to start the re-order process.
But the extension of an institution's brand is not without risk.
Mr Armani considers hotels a logical extension of his aim of promoting his brand in all walks of life (can Armani toilet paper be far behind?).
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