Brand Extension Case Studies
The Brand Extension chapter of our book Marketing Excellence 2 contains 2 award winning case studies by O2 and Waitrose.
The foreword to the chapter is supplied by Jon Goldstone, the Marketing Director of Premier Foods.
“We all know the logic for launching brand extensions. Taking the equity of an existing brand into a new market or category is often much more profitable than attempting to launch an entirely new brand.
However, brand extensions are very difficult to get right and many turn out to be expensive failures.”
Jon Goldstone,
Marketing Director, Premier Foods
Click here to view Brand Extension award entry criteria
Case Studies for Brand Extension Case Studies
In order to view the full case studies you must purchase the Marketing Excellence Book 2
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Striking the right note with brand extension. O2 undertook an imaginative brand extension into entertainment which increased customer loyalty and helped create the world’s most popular music venue. The decision to give its brand to what had been a national laughing stock – the Millennium Dome – enabled O2 to forge close bonds with its customers through a variety of customer benefits, including special areas for customers at the arena and priority booking. Read the full O2 Case Study in Marketing Excellence 2.
Transforming performance through perceptive brand extension. The food retailer’s new ‘essential’ brand saw Waitrose combine quality and value to deliver dramatic growth despite the recession. Its new value range struck precisely the right note by offering Waitrose quality at affordable prices. Outdoor advertising had a key role to play in getting the message to the high street. Read the full Waitrose Case Study in Marketing Excellence 2.
Buy The Marketing Excellence Book 2
More information on the book can be found here.
