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ブランド拡張の重要性(2020年更新)

ブランド拡張の重要性(2020年更新)

brand extensionBrand extensions is a great marketing strategy for companies to become more innovative. Staying ahead of the game in regards to developing new business trends means staying ahead of the competition. The marketing trend boosts business and engages the consumer. Companies research the  market and innovate products and services around different needs and want. Most businesses overlook brand extensions and unattended particular niche and general market segments. Unfortunately, most companies struggle with low consumer involvement. Reasonably, this indicates that companies do not understand new trends. Brand Extensions redirect companies towards solutions. Here are  four reasons why the brand extension marketing strategy is beneficial!

  1. Brands can change
  2. ブランド変更はすべての人のためのものです
  3. 消費者のライフスタイルを中心にリブランド
  4. Instill customer trust

Brand extension is for all companies. The process consists of collaborating with the customers. Companies must first understand customer wants and then create new products. First,  companies release different products to find a profit audience. Second, companies combine customers to products to decide the profit audience. Thirdly, brands extend values directly to the minds of consumers. Finally, the organization gains uniqueness, capable of specializing in more than one product or service.

The Brand Extensions Types

企業はブランド拡張を異なる方法で使用します。 一部のブランド拡張は、関連製品、製品フォーム、会社の専門知識、顧客のフランチャイズ、ブランドの名声です。 その他の形式は、ブランドの区別、コンポーネント、および顧客ベースのブランド拡張です。

Googleコンパニオンと製品フォームのブランド拡張

最初のタイプは「コンパニオン製品拡張」です。 製品は他の製品と組み合わせて価値を創造します。 Google Mailは、ユーザーにGoogleクラウドドライブのセットアップを勧めます。 特に、この戦略は市場で大きな勢いを得ています。 Companies reach more customers when more products are available. The second type is “product form extension.” Again, Google provides a Google Pixel to customers. Its brand links high web searches with incredible phones for its customers. Notice that new product categories connect back to the technology and phone sector.

Sony Services  Company Expertise and Apple Brand Distinction 

Type three is “extension from company expertise.” Companies produce products for an entire industry. First, Sony provides customers with smartphones, smartwatches, speakers, and headphones. Then, Sony helps customers with their devices. Sony finally markets its brand and products as “quality.”

顧客フランチャイズにおける健康ブランド 

企業は顧客のために製品を設計します。 タイプXNUMXは「顧客フランチャイズ拡張」です。 ブランドは特定のニーズや関心のある製品を販売しています。 まず、ジョンソンとジョンソンは顧客のためにヘルスケア製品を製造しています。 業界は大きく、あらゆる年齢の顧客に販売しています。 そして、このブランドは、親のためにベビーシャンプー、おむつ、おもちゃを提供しています。 ジョンソンとジョンソンは現在、乳幼児向けに販売しており、高い顧客満足度を生み出しています。

アレンソリープレステージブランディング 

タイプXNUMXは「ブランドの名声」です。 Allen Sollyはさまざまな製品を顧客に販売し、顧客の歴史を大切にしています。 当初は、プレミアムシューズを購入するよう顧客を説得しています。 また、このブランドは男性用と女性用の一般的な衣服を販売しています。 第二に、同社は顧客に靴の高額料金を請求します。 その間、顧客は衣類の標準価格を支払います。 彼らはさまざまな製品カテゴリを専門としているため、顧客にアピールします。

Apple’s Brand Distinction 

Type number six is “brand distinction.” For example, customers benefit from Apple purchases. Certainly, Apple sells its customers insurance and security. Apple promotes security, sells new products with security and secures brand distinction. Even more, the brand is unique from competitors and sells new products.

Head and Shoulder’s Brand Component 

“Component brand extension” is number seven. For the reason that consumer tase is a trend in the market explains Head and Shoulders brand extension strategy. The brand introduces shampoo products with new flavors. Similarly to distinctive brands, the company profits from distinctive products. Because customer have history with Head and Shoulders, the change would prove trending and exciting.

トーマスベースカスタマーベースエクステンション

Moving on, number eight is “customer base extension.” Rather than relying on company innovation, Thomas Base launched ForEx prepaid cards for its large customer base. Consequently, customers find that the brands travel services pair nicely with its travel card offers. In contrast to newer companies and products, Thomas Base uses its customer loyalty to enhance their customers lifestyles.

Advantages of Brand Extensions

Advantages of Brand Extensions

Brand extensions upscale companies through various ways. Due to companies progress to challenge competitors, satisfy customers, and innovate new products, brands may see gains through profits, brand exposure, and customer satisfaction. In comparison to other marketing efforts, companies may benefit from new entries, higher returns and premium status.

Companies in New Markets 

The term “new entrant” describes a companies success into developing a new product or service. While the products or services introduced into the market have not shown expected gain, there still remains room for growth. Probably not guaranteed, but a companies brand extensions will show other competitors the brands aggressive objectives to meet customers needs and will result in a potential partnerships with bigger firms. Likewise, people will talk about a company rebranding strategy and will become more acceptable for future brand extensions in the future. Almost every attempt into a new market may bring some financial or brand related growth,

Increase Returns

Next advantage is “higher returns.” Seems like in some cases, like Apple or Google, the expansion of creating a new brand image increased their profits significantly. First of all, brand extensions require new products and services to be innovated before customers realize a companies ability to expand into different industries. As a result, competitors may start to notice creative and productive brands and consider your company as diverse in many industries, while specialists in few. This equates to product pricing above the margins line for customers.

Potential Disadvantages of Brand Extensions 

High Risk, Brand Failure, and Parent Brand Failure are potential risks for every business. More specifically, brand extensions are known to be untraditional and companies may find themselves lowering brand value rather than raising it. As a result, a lower brand appeal may implicate that customers have lost support for a companies brand, trust in the companies objectives, and values attributed towards their lifestyles. Similar to customers, businesses may stop relying on brands that prove too risky, shorten funding to support new market research and new product design, or may even limit their business with certain parent companies associated with failed brand extension strategies.

Risky Brand Extensions

Business entering unknown markets risk the most. Without a doubt, companies rely on research and established business practices before venturing into unfamiliar markets. Most notably, companies may struggle with producing a product that gains traction but does not allow room for profit. So, the company should revise their plans around customer surveys, past case studies, ease of accessibility into new markets, and new market analytics.

Product and Service Failure

The companies decision to enter a completely new industry may involve risks of failure. Quite usually, companies may find that new market strategies are costly. Furthermore, being unprepared to invest extra resources into new projects may bring the new products to a halt before it gains serious markets. Another example, companies that are not experts in an industry but provide for one may be unable to keep business relations long term.

Faulty Parent Brands

Brand extensions may hurt the company as a whole. Sometimes, products unrelated to a company’s brand may be tracked down to the parent company provider. Potentially, a new product may announced as unsafe for public consumers and will be liable for future charges that brand affiliates may not cover financially. As a result, parent companies will deplete all of their resources from their mainstream brand. Similarly, Facebook CEO March Zuckerberg had been issued a data scam violation from government officials. Specifically, the Facebook owner faced criticism and charges in XNUMX for sharing private consumer information with various third party companies. Hence, other associated social media sites were under investigations. Due to the Facebook scandal, apps like WhatsApp and Instagram had burdened the CEO with higher expense charges.

Amazon and Brand Extension

For example, Amazon is a market leader in brand extensions. Amazon began as a small online-only bookstore. The company grew into a universal marketplace. Amazon customers express power and freedom when shopping online. For a premium rate, customers may choose same-day pick-up delivery options.  Also, items ship to physical, brick-and-mortar locations and become accessible to buyers. Amazon also creates its products, most notably the Kindle E-Reader, which are from comparison as reliable and as straightforward to purchase than any of its competitors. Brand extensions guide companies towards productivity, positive brand imaging,  and  increased ブランド認知.

商標変更

商標変更

ブランド変更は、他のトレンド市場と差別化するブランドにとって不可欠です。 競合他社にデジタルおよび技術的な能力がない場合、ブランド変更は強力な戦略です。 企業が個人のライフスタイルの改善に焦点を合わせている場合、ブランド変更の最も成功したシナリオは明らかです。

ReBranding Skechers

Notably,  Skechers is a company that profits from brand extensions. At first, customers lost interest in commuting in heavy, bulky shoes. In other words, the demand for lighter shoes is more prominent amongst sneaker lovers. Then, Skechers transitions from casual to activewear. Thirdly, Skechers creates more lightweight shoes complemented with an apparel line that fits with current fashion trends. As a result, Skechers accomplish to secure their loyal, outgoing, and broad market segment  of consumers. Also, they place the needs of their customers first through the use of brand extensions. These brand extensions use ideas that develop Skechers. In this case, Skechers designed clothing lines acceptable for the gym and at outings.

Rebranding inspires companies to sell products that represent their consumer’s lifestyles. It questions how a company operates and repositions its goals to developing happier futures for customers. All brand extensions should include productivity, innovation, and appeal to customers.

P&Gは「クリーンな」ブランド変更に焦点を当てています

Rebranding: trending markets

Another perfect example of a company that uses a brand extension is P&G. For Instance, P&G continually improves its products to better fit its customer’s needs. First, they are a family-friendly brand extension that improves lifestyles. Secondly, the P&G brand supports “clean” lifestyles through a wide range of products. Clean products include toothpaste, laundry detergents, deodorants, diapers, and more! This diversity, within its “clean” driven product portfolio, shows P&G as reliable. The company’s innovative qualities define how brand extensions work. Overall, the brand is reputable and continues to inspire lifestyles around the globe in a positive way.

Importantly, brand extensions help companies communicate trust, brand awareness, and  relevance. If customers notice distinct brands that face change, then customers will follow more willing. From brand extensions, clients change their lifestyles and shape others around them. As a pathway towards success and commitment towards customer satisfaction, rebranding is the future.

Positive Consumer Impact

Positive Consumer Impact

More importantly, most brands derive innovation from nontraditional processes. Companies must use the brand extension as a collaborative process to work with customers and find solutions. Brands understand that customers gain inspiration from loved ones, friends, and brands. As a side note, uninterested customers might reconsider a brand positively after the use of brand extensions.

 

Chrysler Automobiles and Radio

For instance, Chrysler offers radio stations for residents, car enthusiasts, and general audience radio listeners in Colombia. First of all, when automobiles show an upward trend, car registrations rise by XNUMX% throughout the country. Then, Chrysler manages to use this information for its brand extension strategy.  In conclusion, the automobile manufacturer broadcasts radio stations for commuters.

Uber Brand Extensions

For example, Uber first services app users with transportation. Because they help families, the brand is a parent-friendly brand. In regards to transportation, families admit that time constraints exist. Now, Uber provides kid-friendly rides to schools, practices, caregivers, and local community events. According to Lifestyles of Young Families, parents admit that they can not always be there for their children. The studies specify that XNUMX% of  parents do not have time to transport their loved ones. Uber takes advantage of this niche market and provides consumers with the products and services they want. Ride-sharing companies collaborate with all customers and gain profit. The benefits show supervised children and state Uber as a community brand.

ブランド拡張は、企業と消費者をライフスタイルブランドと結び付けます。 企業は顧客と協力して、より安全で健康的でより良い未来を提供する必要があります。 コミュニティ全体が信頼を広めるために企業に依存しています。

このトピックをチェックするための他のいくつかの素晴らしいリソースには、 世界のトップ5ブランディングエージェンシー.

 

アンジェロ・フリシナの日光メディア

著者紹介

アンジェロは20年以上にわたってクリエイティブITの世界に携わってきました。 彼は1998年にDreamweaver、Flash、Photoshopを使用して最初のWebサイトを構築しました。 彼は、HTML / CSS、Flash ActionScript、XMLなどの幅広いプログラミングスキルを学ぶことで、知識と専門知識を広げました。

アンジェロはオーストラリアのシドニーでCIW(Certified Internet Webmasters)プログラムを使用して正式なトレーニングを修了し、コンピューターネットワーキングの中心的な基礎と、それがワールドワイドウェブのインフラストラクチャとどのように関連しているかを学びました。

アンジェロは、Sunlight Mediaの運営とは別に、ウェブとアプリの開発、デジタルマーケティング、その他の技術関連のトピックに関連する有益なコンテンツの作成を楽しんでいます。