Brand Extensions

Brand Extensions

An instance of using an established brand name or trademark on new products, so as to increase sales.

A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering.

Conde Nast has invested in a number of brand extensions as a means of widening their audience, extending their profits and building relationships with their brand communities. Select the image above to go to an article that discusses this further. 

Brand extensions allow brands to extend their audience, give them more and develop their brand.




Miss Vogue is an extension of the original Vogue magazine targeting younger audiences in the UK, introducing Vogue to the next generation allowing the brand to stay relevant and current. In the US they have Teen Vogue. 



Vogue Shop again extends the brand allowing audiences to buy various products emblazoned with the Vogue logo, this not only allows the brand to extend to new products and new endeavours, but it is also an additional method of promotion (marketing). Allowing consumers to see the brand in a different context, triggering recognition and a possible purchase.