Question

Topic: Branding

Brand Extension Of A Dormant Brand

Posted by Anonymous on 11/28/2007 at 10:52 AM ET 250 Points
Hi, Could anybody please tell me when a brand extension of a dormant brand works..that is under what conditions should a dormant brand be extended...by dormant brand I mean a brand that has been earning very little but consistent revenue?
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  • Posted by ilan on 11/28/2007 at 11:05 AM Accepted
    You have to ask yourself a fundamental question:
    What is more important in a brand, the money it makes, or the place it occupies in the consumer mind.
    By your definition, a brand that has been forgotten but still makes a little money is still a relevant brand.
    I would argue that the "dormant" brand you are talking about is no longer a relevant brand.
    By that fact alone I would consider it a Dead Brand, not just dormant...
    I wouldn't hang my hat on a brand extension to a dead brand.
    The first thing that should be explored is what is the chance that the dormant brand could be awaken, and made relevant and popular again. Only after that I would consider brand extensions
  • Posted on 11/28/2007 at 11:21 AM Author
    Yeah, i get your point.
    In fact, that's exactly what my question was - that do i consider a dormant brand by my definition a dead brand or can it under any circumstance be extended?

    There is another possibility that a dormant brand be used for bringing new variants under the same brand in the market. Should this be done. If yes, under what circumstances?
    Actually, I have come across such a brand..sorry cant name it.
    But I was wondering why the company came up with a variant under a brand which was itself a 'dormant' brand.
  • Posted by Jay Hamilton-Roth on 11/28/2007 at 11:21 AM Accepted
    Is there a desire of the organization to revitalize it? Is there some new way to take the old product and apply it to a new market or update it for the current market?

    Also - is there any positive name recognition for the old brand in your target market? If so, it's worth building on it.
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