Large corporations that own multiple product lines often use family branding to aid in developing customer loyalty and increase brand recognition an example is the coca-cola company, which offers not only soft drinks, but health drinks, sports drinks, water and juices, all of which coca-cola markets under individual family. Brand extension means existing brand with new products and coke had not selected this strategy yet multi branding in multi branding new band is laughed in existing product for example coke laughed sprite, fanta and 3g sprite new brands new brand means laughing new product category and also new brand and. Typical example is that of coca cola which has maintained existing market and penetrated new markets with new products using global brand names like “coke” today, it is common for consumers of coca cola soft drinks to patronize new soft drinks with extended brand name of coke such as, diet coke, coke light, vanilla. Due to the incredible strength of coca-cola's brand, the company has been able to utilise market penetration on an annual basis by creating an association a prime example of this was the launch of cherry coke in 1985 – coca-cola's first extension beyond its original recipe – and a strategy prompted by. Some companies have gotten really good at it and make it look so very easyjust slap your brand name on a new product line or category and make it work for example, think about the different line-extensions of coca cola: coca-cola®, vanilla coke, coke with lime, raspberry coke, cherry coke, orange coke, cherry. Here are a few examples: coca cola company vs coke vs diet coke vs diet coke caffeine-free vs powerade (from the coca cola company) apple vs a well-managed, strategic brand architecture should provide leverage for a company to extend its brands both horizontally and vertically to capture. Any marketer who's struggled with both line extensions and moving to a holistic master brand has wrestled with some of these same issues and certainly, coca- cola is having difficulties of late, with consumers drinking fewer soft drinks each year plus, it has been managing coke, diet coke (coke light),. Mars is no longer a famous bar only, but an ice-cream, chocolate drink and a slab of chocolate instances where brand extension has been a failure are- in case of new coke, coca cola has forgotten what the core brand was meant to stand for it thought that taste was the only factor that consumer cared about it was wrong.
Learn how coca-cola became one of the world's most valuable companies pemberton sent his nephew lewis newman with samples of his formulas to a local pharmacy where people congregated to drink these early versions of sodas newman relayed feedback to his uncle about the various. Arguably, further advertising the extension might even create synergy between it and its parent brand in fact, after initially resisting brand extension, coca-cola introduced six extensions and captured a larger market share than the original brand as an extreme example, one of the extensions, cherry coke, was successful. Lifting the lid on brand design at coca-cola so i read from 1894 to 1913 more than 85 million sample coupons were redeemed for a free coca-cola from 1894 in 1982, to great fanfare, the company introduced diet coke as the first extension of the coca-cola trademark, a move that reignited sales.
Coca-cola, one of the worlds largest soft drink manufacturers became famous for its flagship product coca-cola coca-cola adopted different marketing strategies and built a strong brand among the. New coke was a coca cola brand failure story in 1985 the coca-cola company decided to terminate and replace its soft drink with a new formula to understand why this potentially disastrous decision was made, it is necessary to appreciate what was happening in the soft drinks marketplace. Equivalent terms are brand extension, line extension, and subsidiary brand maybe you're parts of a company's brand architecture, sub-brands both support and benefit from the parent brand an example of this brand family approach is coca-cola (parent), diet coke (sub), and coca-cola zero (sub. Example: lysofs deodorizing household cleaning products and ivory's mild cleaning products 7 introduce products that capitalize on the distinctive image or prestige of the brand examples: calvin klein clothes and accessories and porsche sunglasses advantages of extensions the high failure rate of new products is.
Probably the most well know brand extension failure is coca cola's 'new cola' extension in 1985 an example of this are the consumers of heinz tomato ketchup being the largest and going back to our heinz example, by launching heinz mayonnaise, a new product was created in a new category 2. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category the new product is called a spin-off organizations use this strategy to increase and leverage brand equity (definition: the net worth and. Enter the new coca-cola life, a new soda with only 108 calories per bottle that uses stevia as a sugar substitute with less than half the calories of classic coke, coca-cola life is an appealing option for those seeking a healthier alternative promoted as “green” and “natural,” the beverage is sold in a recyclable plantbottle. Virgin cola sir richard branson hands out free cans of virgin cola in downtown tokyo sales of the brand lost fizz against the might of coca-cola and pepsi photograph: epa the right extension should fit with the existing brand identity if the new product doesn't fit, the extension can be seen as.
A company introduces a brand line extension by using an established product's brand name to launch a new, slightly different item in the same product category for example, diet coke™ is a line extension of the parent brand coke™ while the products have distinct differences, they are in the same product category and. Let's take a look to the most important examples of brand extension for coca cola and pepsi coca cola: – coca cola light/diet coke: are both the same product but with different names because in some countries the word “diet” doesn't mean low-calorie it is a sugar and calorie free soft drink that was. The coca-cola company has more than 500 sparkling and still brands and sells 19 billion servings a day in more than 200 countries.
Line extensions therefore involve the launch of new products from the same category or product class under a familiar brand name such as coca-cola launching diet coke and diet caffeine-free coke an alternative view of brand extension is the market and channel perspective, which suggests that 'a. What makes a product like coca-cola an iconic brand how is it so well known that people brand extension: definition, strategy, failures & examples co- branding: definition coca-cola, or coke as it's best known, provides a comprehensive example of an effective brand strategy what began in 1886 as a syrup. Coca cola subtracted calories to create a brand extension called diet coke and added vanilla flavor to create vanilla coke duracell came up with the new technology of duracell ultra to meet the extra power requirements of high-drain devices such as mp3 players these are examples of brand extensions (and new. Why a new product line extension, with risks of cannibalisation the marketing textbook answer is that product line extensions can recruit new consumers and increase the brand's market share however, line extensions are supposed to bring variety to consumers, whereas life is coca-cola's third better.