Did you notice when your favorite brand introduces new products? Personally, I was blown when I saw Reese wasn't only making peanut butter-flavored cups any longerThey offered everything that you could want from sweets bars that you can bake at home to peanut butter spread for your morning toast. (Yum. )

It's easy to spot the types of brand extension examples everywhere such as your local café to your daily wash powder. Continue reading to find out more about how brand extensions work, and what you can gain from them when it comes to expanding your business.

What is a brand extension?

Brand extensions are an approach to marketing used by brands to offer new products and expand the reach of their products. Most often, brand extensions launch items that are related to the primary item or the brand identity of the parent brand.

Brand extensions allow businesses to capitalize on their core image and create new channels of sales. Brand extensions can be used by companies in order to target different groups of customers as well as increase revenue from customers who are already there.

What is the different types of extensions to brands?

Brand extensions are an effective tool for (you you guessed it!) increasing the visibility of the reach of your brand. The best brand extensions for your business depends on the customers you serve and your field of knowledge. This article will provide a brief overview of the different types of brand extensions that which you can choose from, as well as an example of everyday use to help you get inspired.

Authority Extensions

If you have established your name in your industry, you can make use of this name to ensure the success of your brand extension.

Authorization extensions, sometimes referred to as company expertise brand extensions, involve launching items in similar categories to your parent brand. It allows you to leverage your brand authority to sell to new and established audiences.

If you're a creator of courses who has a particular field of expertise, you can use an extension that is a trusted brand extension to expand your reach with an entirely new service. In the case of, say, an expert on puppy training You could make use of an authority brand extension to develop a course specifically for older dogs too.

  What is an authority extension the best?  

• Leveraging already established authority in your field
• Enhancing the brand's reputation
• Setting yourself up as an thought leader

  Examples of brand authority extensions  

  1. Dyson

One great illustration of a company that has used its expertise and power to increase their reach is Dyson. Dyson has earned itself a image as an authority when it comes to innovative, technology-led vacuum cleaners. Since then, they have followed a brand extension strategy that uses this inventive brand image, to produce a wide range of products, including Hand dryers, space fan as well as hair dryers.

When customers see the Dyson name, they understand they can count on forward-thinking efficient and high quality items (regardless of the industry). Dyson is the most trusted power extension.

  2. X Neil Patel

Neil Patel is a digital businessman and marketer who has introduced a range of authority extensions to expand his personal image. partnered with Neil Patel to create a free Webinar Sales Funnel Course that helps course creators learn more about the best marketing strategies for their businesses.

In addition to creating online course, Neil's brand extension examples are guides, ebooks as well as templates. He uses his authority in digital marketing to appeal to an array of clients from different categories of products.

  Line extensions  

Line extensions are among the easiest extension of your brand that you can make. A line extension simply offers an item in a slight more distinct style from the original product. This could be in terms of size, taste, or packaging design.

An extension of your line alters your product to allow you to appeal to new customers and without drastically altering the product you sell. For instance, if you sell rugs, you might want to expand your range to include different sizes of rugs as well as diverse colors.

  What is a line extension best to use?  

• Attracting new customers
• Customers who are already customers can enjoy greater variety
• Simplifying marketing

  Examples of extensions to brand lines  

  1. Carlsberg

There are a myriad of companies that have employed extension of their products as part of their brand extension strategy. Carlsberg is a prime example- the multinational brewery group offers their standard Danish pilsner in cans, bottles, on tap, as well as in various other formats. It's exactly the same thing but in various variations.

In this case of brand extension, Carlsberg uses the strength of the parent brand to offer the customers with a wider selection of beer which means you can enjoy the beer you like. (And Carlsberg drinks up more revenues in the process. )

  2. X Transformation Academy

Product extensions

An extension of your product builds upon your current product range and offers something completely new to the people you target. This kind of extension to your brand is based on the creation of items that have a connection to the current offerings but are distinct to what you currently have to offer. In most cases, product extensions are accompanied by products that compliment your original product.

For example, a make-up brand might introduce a product which is an extension of blenders, brushes and sponges. They're different products -- but they're compatible when compared to the product that was originally sold, as well as give customers who already have the product the chance to purchase the brand further.

  What's a particular product extension best for?  

• New customers are attracted to HTML0.
• Giving existing customers additional options
• Enhancing your product

  Examples of product brand extensions  

  1. Hootsuite

They are market leaders in social media management software, HootSuite is a great example of an extension that has been successful. HootSuite has added brand extensions to their business like Hootsuite Social Advertising, Hootsuite Insights and Hootsuite Academy.

Since beginning their education program in 2011, Hootsuite and Hootsuite Academy have trained over 450,000 students. The certification for social media has been completed by over 72,000 individuals.

Hootsuite Academy's student program is designed to partner with universities, has implemented Hootsuite Academy courses into more than 800 universities worldwide, teaching over 855,000 learners.

"In the next 10 years, we'd love to see every one of our customers consuming Hootsuite Academy education content. Beyond that we'd like to be the world leader in educational content for social media."     - Sarah Whyte, Education Marketing Specialist at Hootsuite

For branding, the association between Hootsuite with education and accreditation to position Hootsuite as experts in their field.

Beyond branding, the benefits of education for customers are impacting their business metrics. After investing in online education as an extension of the product and as a customer attraction and retention strategy Hootsuite has witnessed lower churn rates and an increase in the number of customers who become active brand advocates.

With these extensions, HootSuite also gives their clients the tools needed to help them do their job more efficiently by encouraging their existing client base to transfer the majority of their daily activities related to marketing onto their HootSuite system.

"We get excited about educating future generations of social media pros. Through integrating online learning into these classes for higher education Students graduate with certificates that they can showcase...and get the job they've always wanted in the field of social."     - Sarah Whyte, Education Marketing Specialist, Hootsuite

  2. X Beauty Inc. Canada

For Sheryl Gatzke, the founder of Beauty Inc. Canada, a product extension made sense for her brand extension strategy. In the midst of the epidemic, Sheryl recognized the need to move her company's focus away from one-to-one instruction. Using , she successfully transitioned from teaching only a few of students per day, to creating online course content that would reach thousands of people.

This product extension was ideal to enhance the selling of the Lash & Brow Bomb beauty products, helping students learn how the products work, best practices, as well as expert advice for getting the most effective outcomes. With a product extension, Sheryl created new possibilities to sell to existing clients through the creation of a complementary product.

Extensions for lifestyles

Lifestyle extensions are an extremely interesting form of brand extension. This strategy relies on building an established culture or community around the brand. Lifestyle extensions let you leverage your brand's community to promote new products to your followers, even if they're not related to the original product of the parent brand.

For lifestyle extensions, brands often leverage endorsers from celebrities or other influencers in order to raise awareness. As an example, a automobile manufacturer could begin to sell clothes or furniture in their branding extension strategy.

What is a lifestyle extension best to use?

• Building your brand's community
• Increasing brand awareness
• Boosting the earning potential of your business

  Examples of lifestyle brand extensions  

  1. Red Bull

One of the most recognizable extensions of lifestyle brands can be Red Bull. Red Bull has created an entire world built around their caffeine-based energy drinks, including extreme sports, occasions, clothes, accessories and much more.

Red Bull is now synonymous with peak physical performance as well as risk-taking and competitive. Thanks to strategic lifestyle extensions, they've become so much more than just a drinks company and earned a global reputation based on excellence and energy.

  2. X Meiko Temple

After growing an audience that was loyal, Meiko introduced a range of lifestyle-related extensions to her brand including partnerships with brands like Diplomatico Rum and Cascade, recipes for the holidays, as well as Eat the Culture , an online community for Black food entrepreneurs and creators.

Extensions of the franchise to customers

Another strategy to extend your brand can use to expand your brand is a customer franchise extension. The process of extending a customer franchise involves moving into different product categories which all fall within the same market segment. One example of a franchise extension is the sourdough bread company that starts offering bagels and breakfast muffins too.

In the event that you have already a loyal customer base, then a franchise extension is a good solution to increase the sales. It is possible to leverage the trust you've built with existing customers to market new products to them.

  What's a franchise extension the best?  

• Making the most of the existing customers you have
• Strengthening your parent brand
• Exploring new market opportunities

  Examples of customer franchise extensions to brand names  

  1. Havaianas

Originally a humble Brazilian flip flop brand, Havaianas has grown their reputation to be an internationally-known must-have summer accessory. They have expanded their brand's franchise with customers. have seen them add multiple kinds of open-toed footwear to their collection, including Havaianas Slides, Havaianas Fluffy, Havaianas flatforms and many more.

  2. The X Doc Jen Fit

If you're looking for different kinds of brand extensions the extension of franchises for customers often makes sense for creators of courses. Jen Esquer, the solopreneur behind Doc Jen Fit, utilized her expertise in physical therapy to create a body transformation brand aimed towards helping patients overcome persistent suffering.

Doc Jen Fit began with 'The Mobility Method', a program that she launched prior to launching a franchise for customers extension in the form of "The Optimal Body" program. It includes workout programs recipes, suggestions for cooking, as well as access to her extensive learning community. With the help of, she's able to expand her brand and get her message out to many more people than she has ever using strategic extensions.

Brand distinction extension

Brand distinction extensions can be used by brands who have built a reputation for selling a unique product. Brands that have an existing product that's well-respected and recognized for its distinct qualities can use this reputation to enter new markets.

Brand distinction extensions let you leverage your existing brand reputation to make new products available to customers. As an example, suppose you have a backpack for hiking that are known to be extremely tough and water-proof? You could introduce a line of backpacks made specifically for city use.

  What's a brand distinction extension best for?  

• Expanding your base of customers
• Revenue boosting
• Satisfying customer's demands and needs

  Examples of brands that have distinguished extensions  

  1. Tide

Tide is an excellent model to use when looking for extensions of brand recognition examples. Tide's most distinctive brand feature is its position as the world's first synthetic detergent. Established as a "washing miracle," the brand has developed into one of the most popular detergent brands in the world by introducing a number of strategically-planned extension of the brand.

The Tide line of products includes Liquid, Powder Pacs, liquid. The range includes alternatives for deep clean the odor, removal of odor, whitening actions, and other specific areas. All these brand extensions are built on the original brand distinction of Tide's synthetic detergent formulation.

  2. X Bachelor Data

In collecting information about The Bachelor and using it to showcase different ways to visualize data, Somers built a unique and highly acclaimed brand that has the same element that is unique and central: data-focused information about The Bachelor.

Bachelor Data now boasts over 114,000 followers on Instagram alone -- but it was the change that really made a difference through the introduction of the BachelorData Academy

Extension of component transfer

If your company is recognized by a distinct quality, component or signifier You can incorporate this as part of your brand's extension plan. The transfer of component extension lets you offer your audience an innovative product that has the central component they know and appreciate.

An extension of a component can include tastes, smells material, or even technological advances. A company, for instance, that creates ultra-cooling ice packs may also utilize the same technology to create drinking coolers, picnic baskets, and picnic baskets as well.

What is an extension of transfer of component ideal to use?

• Making use of an existing product component
• Expanding your niche
• Offers customers something fresh

Good examples of transfers of extensions to component

  1. Marmite

Love it or hate it' UK food, Marmite is now a world-renowned company due to its distinct (and memorable!) flavor. It was originally created as a basic spread but the brand has since introduced a whole range of new product lines building upon the core ingredient of the initial recipe.

The brand's distinction extensions keep Marmite's distinctive yeasty flavour, but place it in different types. Marmite merchandise now includes Marmite beer, Marmite peanut butter, Marmite rice cakes and more.

  2. X Hoop Lovers

The company was founded by Deanne Love, Hoop Lovers' website credits them with starting a global revolution in hula hooping. Deanne created a brand new method of instruction for hoop dancing, which is currently featured on Hooplovers.tv which offers online lessons, workshops, and even hula hoop teacher education.

  Vertical brand extension vs Horizontal brand extension  

When creating a brand extension strategy, companies may decide to create a vertical brand extension or a horizontal brand extension. Learn how to distinguish which one is better than the other.

An extension of a brand can be both horizontal and vertical, depending on the brand's location. Many products have objective measures which differentiate them from items of the parent brand However, they may contain subjective metrics too.

As an example, Apple's MacBook Air is more affordable than its MacBook pro, but it has unique features like having greater battery longevity and much more portable. This is an example the brand that has the vertical and horizontal branding in their extensions.

  Lessons from colossal brand extensions failings  

While these brand extension examples show what can happen in the event that you choose the brand extension strategy right However, there are examples of monumental mistakes that ought to cause you to pause. Look over these epic failures and be sure that you do not make similar mistakes when you implement the strategy for brand extensions...

  Product extension failure: Colgate  

One of the most well-known brand extension failures was Colgate's Kitchen Entrees. The famous toothpaste brand attempted to expand their brand to the food sector with the introduction of hot food items. The concept was that customers would eat Colgate meal first before they use Colgate toothpaste after.

Unsurprisingly, Colgate Kitchen Entrees never took off because consumers weren't thrilled to eat food that came from a brand they associate with a minty , fresh taste. It was just too much of a stretch to their target audience.

Food preparation left aside Colgate was able to introduce new brands within the dental care niche by introducing a variety of dental products, which now includes toothpaste, mouthwash, and floss. What's the lesson? Be sure that your brand extension fits with the parent brand as well as the people who will be using it.

  Lifestyle extension failures: Virgin  

A shining example of brand's brand's demise is Virgin. The brand tried to extend their brand's lifestyle during the 90s, which involved entering the very competitive wedding industry. The introduction of Virgin Brides sought to capitalize on their existing brand awareness in order to sell wedding dresses to brides-to be.

Unfortunately, Virgin underestimated the potential of their brand beyond their existing industries. Virgin Brides opened just two stores across the UK and then shut down in the mid-2000s when the brand extension failed to generate enough profits.

The issue with Virgin's lifestyle extension attempt was a absence of demand from customers. Virgin is a brand that has been known for its massively successful extensions to its brand like Virgin Atlantic airlines, Virgin Holidays Virgin Holidays, Virgin Holidays, and Virgin Mobile proved that it's possible to go too far in a lifestyle extension.

  Strategies to implement successfully a brand extension  

If you want to develop a brand extension strategy for your company, keep in mind these key ideas to avoid the same failures.

  1. Do a common sense test

If you're pondering whether or not a brand extension might be right for you The first thing to do is to stop and think about whether your plan will actually work in reality. While a lot of brand extensions might sound good on paper -- such as Colgate meals or Virgin brides, you'll save time, effort, and cash by thinking about whether the idea is appropriate for your company.

  2. Be sure that extensions are pertinent to your parent brand

When you are creating a brand extension, it's important to refer back to the original brand in order to make sure there is the sameness. It is important to ensure that your brand extension doesn't be in conflict with or contrary to the message of the parent brand.

That means every new product needs to compliment or enhance your original image of your brand. If your brand expansion is completely distinct industry, there must be a link back to your parent company to enable the use of your current image.

  3. Test new products using your existing customers

Brand extensions that work best require an extensive testing phase prior to they release. If you are able to test new product lines with your current customers, you can assess whether or not there's an market for your brand extension prior to going into full-scale production.

Get in-depth feedback from your clients to determine whether or not your choice of brand extension is right for the people you target. It is also a great feedback process to discover ways to improve your branding extension to create the most effective possible product. Listen to your customers for advice on how to avoid the typical brand extension mistakes.

Expand your brand strategically by extending it

There's an array of ways to expand by using extensions to your brand. From brand extensions for authority to distinction extensions, it is possible to leverage your existing brand to make new products and potential opportunities for your business.

Design your own branding extension to grow your business now by creating your online academy with Plus.