Top 9 Brand Extensions That Make No Sense

Posted: 8/28/2013

D-I-V-E-R-S-I-F-I-C-A-T-I-O-N !

This word is quite a favorite among marketing gurus of the world. Be it B-school classrooms or board meetings, one is sure to stumble upon this word a score of times.

There are, however, many marketing firms that grossly mistake the meaning of ushering innovation of the products' line. Wanting to revamp their branding campaign, a few businesses venture into product launches that are unrelated to their parent goods and services. Sometimes it may be a hit, but most times it just isn't!

John Parham, a leading brand extension consultant shares his view on the 3 essential elements for a brand extension drive:

"a logical fit with the parent brand"
"leverage for competitive advantage"
"opportunity to enhance the brand and produce sales"

Today's list of brands certainly went wrong in their marketing strategy. Mind you some of these names are quite big.

Let's have a look at how they goofed up their brand extension strategy. This complilation is a result of poll on AdWeek.

1. Virgin Water Purifier

Richard Branson's name does not always work in taking off his business products to new heights always. While his airlines and mobile businesses really took off, making Virgin Group a reliable name in the industry. However their Water Purifier was something that no one even heard about.

The product received only 229 votes in the survey.

2. Samsonite Outerwear

Suitcases and travel accessories was one think I would bank my money on for this brand. Looking at their Outwear clothesline collection, reminds one of the "Superman-barrel chest" fancy dress outfits. A strict no no!

With a total of 409 votes, the product is set to be launched by next fall.

3. Smith & Wesson Apparel

Known for their precision guns and ammunition, the company's apparel is not as endearing as it was anticipated. Priced at $80 and above, the jacket collection - Hooded Baywatch, Challenger, Cheyenne, Maverick Field Khaki, look nothing out of the ordinary, unlike its gunnery.

On sale since 2006, the apparel could grab only 556 votes.

4. Chicken Soup For Pet Lovers - Soul Pet Food

Chicken Soup book series is probably a staple on every bookshelf. But their Soul Pet Food is way out of connection with its book success. The tin can says "For Dog Lover's Soul", what were they thinking? They have priced it between $11 to $50.

And they stil got 1043 votes.

5. Arizona Nachos and Cheese Dips

Arizona is known for its beverages. But an eatable commodity like nachos with a dip was unanticipated under this brand's banner. Been in the market for already a year, the product is priced at $1.50!

They got a better voter response with 1186 votes to their name.

6. Dr. Pepper Marinade

Been in the market for the last five years and priced at $5, the marinade is a surprise product entry for this beverage manufacturer.

With 1265 votes, they are surfing the markets, but mostly on their Dr. Pepper drinks basically.

7. Paula Deen Kid's Furniture

Known for her star status as a celebrity chef and cooking show host, furniture is a total unrelated line of business Paula has ventured into. She started this kids' furniture products in 2012 priced at $550 to $1500.

The votes too fall somewhere along these lines -1437.

8. Eva Longoria's SHe Steakhouse For Women

The line sounds like a horrible word-bomb! A person is sure to get confused. And why only for women? Strange! Started during the Super Bowl week, post her wrap up of the other eating joint and nightclub - Beso, Eva's business tastes are different really.

Her product grabbed 2,106 votes actually!

9. Zippo The Woman Perfume

A reusable metal lighter manufacturer, Zippo's perfume defies a major brand extension rule; the product is absolutely the opposite of its smokey parent product. Don't know how the 'lighter fluid' will actually smell.

The poll reviews show a 2106 vote bank for this listed product.

Images via Business Insider and First We Feast

It's funny how the consumer mentalities shape up. The weirder the product, the more have been the votes.

The concept of brand extension literally connotes the expansion of one's product line and order to diversify your brand's status in the customer clique. But be sure to stick to the basics. A major detour like some of the listed products here, can land you in a marketing puddle. It's a waste of money, time and strategy.

What has your business done with regards to brand extension strategy for your products? Are there any specific product hits or misses you would like to share with us? Leave us your thoughts and replies in the comments section.

Get a daily dose of interesting app and brand lists by following E-junkie.