Question

Write a short paper APA essay format of the following: Pick out brand extensions that you think failed. Assess the reason behind the failures based on the disadvantages of brand extensions

200 words

Answer 1

Few Brand Extension failures are Cosmopolitan Yogurt, Colgate Kitchen Entrées, Harley Davidson cake decorating kit, easyJet’s easyCinemas.

The reason behind the failure with disadvantage of brand extensions are as follows:

• The brand extension in any unrelated markets lead to the reliability loss in market. Hence the brand lost its name in that particular market and extension is not successful. Colgate is known for its paste, Harley Davidson is known for bike, EasyJet is known for flights. When they entered kitchen product, stationary and movies market, these markets are highly unrelated with their original market. Hence lost its reliability.
• Less awareness is another reason for the failure. These brands were famous in their respective industry or market. But when they entered the new market, they were not recognized as a product of that market. This brought the biggest failure.
• There were many competitive brands in the market to which Colgate, Harley Davidson, Cosmopolitan Yogurt, EasyJet expanded. The extension was to a market where there were famous and heavy leaders and these brands lost their image before them. Hence they were not popular among the customers. This was a major reason of failure of brand extension.

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