Brand Extensions involve taking a successful brand and creating and marketing a new product that will hopefully succeed as a result of the established brand success. While this can be extremely beneficial for some companies — for example Iams pet insurance, Starbucks coffee liqueur and the Tide to Go stain removal pen –there are there are also those companies who introduce complete product failures. Below is a description of those brand “stretches” who failed miserably and the reason why.
In 1998 the popular topical cream producer, Ben-Gay, extended their brand to include Ben-Gay apsirin. The problem with this product was that the Ben-Gay topical cream is known for the way it sears the skin. Can you imagine swallowing it? Neither can I and thats why the product was a complete brand failure.
Hooters. What is the first thing that comes to mind when you thing of the restaurant chain Hooters. Ok, wait, don’t answer that. But I’m sure the answer issn’t an airline. However, in 2003 the company introduced Hooters Air which flew to 15 cities including Las Vegas and Nassau. —Spoiler Alerts — the extension failed! While the company blamed the extension failure on the overall airline industry decline I think it was much more than that. For example, can you imagine the boyfriends and husbands lining up and their girlfriends and wives saying “no way!” I can!
Last but not least, and my personal favorite, is Burger King boxers. Hmmm…. not sure where BK was headed with this one but I can imagine the slogan “Have it your way” being used a lot in their presence.
http://images.businessweek.com/ss/06/07/brand_extensions/source/2.htm
