Brand Extension

Product Brassington (2007) notes that products are not only real products, but also brands, post-sales services, warranty, installation, and assembly, and help products become advantageous in the competition it can. Kotler (2007) also pointed out that products are products that tend to attract, reduce, use and satisfy people's desires. He also said that the product may be a physical product, service, personnel and organization. Companies in the product range can offer customers a single type of product or various products.

Brand expansion: Kotler et al. (2008) said that "expansion of the brand will extend existing brands to new categories of new products or improved products". And please use. The strengths and positive images of parent brand / existing brands may have a positive impact on the success of new products. If parents' brands have a good reputation, you can minimize the risk of launching new products by leveraging consumer experience and established brand preferences, which may result in success. For example, Apple is one of the world's leading brand companies (Appendix 1 shows its brand status). Perhaps Iphone is its best-selling product. However, Apple decided to look for an alternative to a laptop, now known as Ipad. The reputation of their brands helped them launch their products and succeed

Brand expansion is a system that inputs various product categories using the current brand name. Brand expansion can be achieved with strong brand equity. But brand expansion has drawbacks. If you use the brand name excessively, there is a risk that the market will become too saturated and the brand of consumers will be ambiguous and weak. An example of brand expansion can be seen through Kimberly-Clark and Honda. Kimberly-Clark is a company that manufactures personal products and health products that extend the brand name of Huggies to all kinds of toiletries for infants and babies. The success of this brand expansion strategy is obvious from the $ 500 million annual sales worldwide. Likewise, Honda uses its famous car name to extend it to other products such as motorcycles, power plants, engines, robots, airplanes and bicycles.