Brand Extensions

Topics: Branding, Confectionery, Brand management Pages: 3 (681 words) Published: March 9, 2012
Brand Extensions|
Lili Korcok|


The Calcium Rich Tums brand has an assortment of products currently under the brand name Tums. The product extensions under the Tums brand name are: Tums Regular Strength, Tums Extra Strength 750, Tums Ultra Strength 1000, Tums Smoothies Extra Strength 750, Tums Extra Strength 750 Sugar Free, Tums Freshers, Tums Dual Action and Tums Kids. The Tums brand positioning is that of heart burn relief on contact that is also rich in calcium. They have an assortment of different brand extensions giving customers a variety of fast acting heart burn relief to choose from under the Tums brand name. Brand extension could go into a multi-vitamin, or calcium-enriched drinks. Another brand extension for children could be character heating pad to help a sick “Tum-ee.”

The Dell brand offers an array of different product extensions under the brand name including Solutions, Services, Systems, Printers, Software, Accessories and Tech support to customers. The brand positioning of Dell is of personalized computers, laptops, and all the products to and services to go along with them. The Dell slogan is “The power to do more.” which goes along with the brand positioning in the sense that Dell offers everything needed to give the customer the power to do more with electronics. The Dell brand extension possibilities stem from “the power to do more” which can be defined as electronics, software, systems, accessories, etc. and extends into related categories such as laptops, desktops, printers, projectors, audio, computer services, systems and various software and much more. Another brand extension Dell could cross into is they could develop their own brand of television sets as well with special Dell features. This extension would keep in line with the positioning of “the power to do more.” Lifesavers brand has 3 product categories under the brand name: Gummies, Hard candies and Mints. The Lifesavers brand...

Cited: BrandSource. “Sunkist Brans Repositioning.” source/sunkist-brand-repositionin. Web. Jun. 9 2009. Access. Mar. 1. 2012
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