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Brand stretching is when companies use their established brand to launch new products in a different market. This tactic can build trust with consumers and attract those who have used the original product, but it can also harm the brand if new products are unsuccessful. It works because consumers are often wary of new products and prefer to buy from brands they know and trust. However, it’s not always appropriate and can potentially damage the brand if used too frequently.
Brand stretching is the term used to describe a method in which companies take advantage of a brand in a new market. In general, the process begins when companies come out with new products that seem complementary to other successful products they already produce. They will then name and market the new items in a way that lets consumers know they are directly associated with the old products. This is generally intended to build trust in some consumers and attract people who have used the original product. Brand stretching is generally considered an effective marketing tactic for launching something new, but it can also potentially hurt brand names if new products are unsuccessful.
A good way to understand brand stretching would be to consider a hypothetical company known for manufacturing televisions. Over time, the company may develop a strong reputation for quality and eventually decide to branch out into a new product category, such as video game machines or computers. In such a situation, the company could rely on brand stretching by naming and marketing their new product so that consumers immediately associate it with their TVs, perhaps even using the exact same naming convention used in naming TVs and the same packaging graphics. Advertisements for the new product might emphasize the company name and try to help consumers make the connection.
Most experts believe that brand stretching works because of how consumers view products psychologically. Many people are wary of new products when shopping and may even prefer to buy things they don’t particularly like to avoid the risk of buying something they don’t recognise. This kind of resistance and anxiety about the unknown can make it very difficult for a company to successfully launch something new, and brand stretching is one way to reduce that risk. When consumers see a brand they know and trust from another market sector on a new product, they may be more likely to give it a try, especially if the product name has a good association in their minds.
According to most marketers, brand stretching isn’t necessarily right in every situation. For example, a company known for shaving products may not want to associate the brand of its razors with a frozen product they are trying to introduce. Some people also think that there is a real danger of tarnishing a brand as a whole by using it too frequently on too many different products, especially if some of those products become faulty.
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