Best Global Green Brands 2014

brand extensions

Claritin: Really Committed to a Good Night's Sleep

Posted by Barry Silverstein on September 14, 2010 11:00 AM

Brand marketers know the power of a strong brand name. That's why they often don't hesitate to extend the brand by applying that name to a line of related products.

In the pharmaceutical industry, it's common for a well-known brand name to be extended into other similar branded products. Tylenol, for instance, is now available in a growing variety of products, including regular strength, extra strength, Tylenol 8 Hour, Tylenol Arthritis, Tylenol Sinus Congestion, Tylenol Cold Multi-Symptom, Tylenol PM, and Children's Tylenol.

But extending a drug brand to a non-drug item is unusual and might even be risky if the association isn't clear in the consumer's mind. So it will be interesting to gauge consumer reaction to a new line of "allergen barrier fabric products" being launched by London Luxury in an exclusive licensing agreement with Merck Consumer Care, makers of Claritin, the leading non-drowsy, over-the-counter allergy brand in the US.Continue reading...

brand extensions

Under Armour Targets Female Jocks With "Team Girl" Campaign

Posted by Barry Silverstein on September 1, 2010 12:00 PM

Fourteen years ago, former college football player Kevin Plan founded the Under Armour sports apparel brand. Since that time, its primary appeal has been to men under 30. Now the company is trying to break out of its mold by making a pitch to women athletes, especially what the company calls the "team girl."Continue reading...

brand extensions

Trump Expands Brand Offerings with Launch of Tea

Posted by Barry Silverstein on August 30, 2010 04:00 PM

"The Donald" is at it again. While his real estate holdings may have had their ups and downs over the years, Donald Trump's brand name seems to be as resilient as ever.

The latest product to be graced by the Trump moniker (both the name and the family shield) is a line of exclusive teas created by Talbott and named for some of Donald Trump’s cherished places. The "Park Avenue" blend mixes orange, raspberry and white teas, while "Union Square" combines whole-leaf estate Assam black tea with bourbon vanilla bean and cocoa flavors. "Westchester" mixes together organic blueberries with elderberry, hibiscus and rosehips.

The new Trump tea line will sell for $12.95 per tin at select retailers this fall.Continue reading...

brand extensions

Fro Yo Convenience: Pinkberry Caters to Customers

Posted by Barry Silverstein on August 25, 2010 12:30 PM

Pinkberry, a California-based chain of yogurt stores that has rapidly expanded across America and internationally, is upping the ante with the launch of Pinkberry Catering.

In addition to serving up premium frozen yogurt in some 95 locations worldwide, Pinkberry now delivers yogurt and customized toppings for any occasion at select locations in the U.S. and Mexico.

Consumers can order online, choosing from a variety of yogurt flavors and sizes and then create their own "topping bar" by selecting from more than 30 toppings. Pinkberrry will drop off the order at the desired time, set up a serving station and offer guests "the full Pinkberry experience," for the first time beyond its retail locations.Continue reading...

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brand extensions

Conde Nast Ventures Into Restaurants: What Will They Serve?

Posted by Abe Sauer on August 6, 2010 10:00 AM

Have you heard that publishing is dead? Condé Nast, home to such iconic titles as Vogue, GQ, Vanity Fair, Wired, The New Yorker and, um, Golf Digest, certainly has seen better days. In 2009 alone, the publishing house closed three major titles (Cookie, Modern Bride and Elegant Bride) and cut its overall budget by a quarter.

So how is the publishing giant going to make up for lost revenue? The iPad? Until that takes off... brand licensing! Specifically, it will start putting some of its media brands on restaurants. Assuming they won't mimic the fabled Frank Gehry-designed eatery at Condé Nast's Times Square HQ, what will they serve?Continue reading...

brand extensions

When the Familiar Gets Funky: Food Brands Push the Envelope

Posted by Eliza Sadler on August 3, 2010 03:10 PM

There’s a near-universal Pavlovian response to the smell of a McDonalds Big Mac and fries: the salivary glands kick in and a sudden raging need to abandon your commitment to health and nutrition overtakes you. At least that’s a reliably American reaction. But what happens when America’s most famous food export packs its bags and catches an international flight? Does the Asian nose react similarly to the redolent waft of a teriyaki-smothered pork patty with fried eggs (also known as the Shogun Burger served up in Hong Kong)?

And do the locals in Ankara swoon for the McTurco (a lamb or chicken pita wrap served in the Turkish capital)? Would any self-respecting citizen of the food capital of the Western World forego pasta with fresh olive oil and tomatoes for the McItaly (a hamburger sandwich made with Asiago cheese and artichoke spread)? Continue reading...

brand extensions

10 Playboy Brand Extensions That Prove Hef Better Hurry

Posted by Abe Sauer on July 13, 2010 12:00 PM

Much is being made of Hugh Hefner's surprise bid to reclaim control of the struggling Playboy brand.

Many, including Brandchannel, see Hef's move as an attempt to save the brand and his legacy from its current over-extended predicament.

Just how overly extended is the Playboy brand?

Forget the Playboy-branded stores and clubs. Here's our list of ten Playboy brand extensions and licensing deals that really exemplify the brand's lack of vision and direction. They make Ed Hardy look (almost) classy. And no, Playboy Energy Drink didn't even make the cut.


Continue reading...

brand extensions

Arby’s Heads for the Aisles

Posted by Dale Buss on June 16, 2010 12:00 PM

Supermarkets are the last refuge for an increasing number of distressed quick-serve brands. Arby’s is the latest example of the trend toward putting restaurant-branded products in the grocery aisle.

The struggling Atlanta-based fast feeder, part of the Wendy’s/Arby’s Group, said that it had reached a deal with Nancy Bailey & Associates, an Atlanta-based marketing firm, to begin fielding offers to sell packaged Arby’s items on supermarket shelves. Nancy Bailey is a well-regarded licensing go-between that, for example, does lots of business with Procter & Gamble.

But what would Arby’s peddle at your local grocer? That’s hard to foresee. Maybe its mozzarella sticks, in the frozen-food aisle? Pre-packaged jamocha shakes? It wouldn’t seem to be feasible to sell fresh roast-beef-and-cheddar sandwiches anywhere in the supermarket. Previously for a time, Arby’s peddled its iconic sauces, such as Horsey Sauce, at retail.Continue reading...

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