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WHAT IS BRAND EXTENSION?
Brand extension is a marketing or brand awareness strategy that is led by partnerships. Whether this is through products, collaborations or product placement, this is a new way of working with others to get brands in front of their target audience.
EXAMPLES OF BRAND EXTENSION
ADIDAS
Building a brand universe through strategic extensions, pairing athletes, celebrities, ambassadors and sports icons to build more than just a brand.
LEVI'S
"It’s not about ticking the dollar box but making sure we’re sharing values and unlocking focal groups that we want to reach with collaborative partners."
Richard Hurren, Levi's
LVMH
Inspiring global influencers including outside the box partners such as celebrities, chefs and video game developers to reach new markets.
Brand XT, (pron. ‘ex: ‘tee) is a special report produced by License Global, and a brand guru’s guide to the world of marketing campaigns, creative collaborations and brand extensions.
Get inspiration on how to expand your brand:
- Deep dives into the partnerships and activations that rocked the boat.
- Read how some of the biggest brands in the world positioned themselves through iconic campaigns and pinnacle moments.
- Gain valuable insights into future trends from those in the know.
BRAND XT LAUNCH: JUNE 2020 DROP
What is in the first drop of BRAND XT?
Credit: Vans / Van Gogh Museum
Understanding Brand Culture in a Time of Crisis
Brands are gaining unprecedented levels of trust in an unprecedented time.
- 89% of Chinese consumers are looking to brands to make a difference
- 85% of consumers stated it was completely acceptable for brands to be communicating with them during the COVID-19 crisis
Hall of Famers: A Conversation with Levi Strauss
Richard Hurren, vice president, Northern Europe tells Brand XT how collaborations are helping Levi's to innovate, break new ground and reach new audiences.
"Brand extensions connect emotionally with the consumer if they see a symbolic relationship" - Richard Hurren, vice president, Northern Europe, Levi Strauss
Credit: Levi's
Credit: Constellation Brands
The Corona Beer Story: Battling the Biggest Brand Blindside Ever
Unfortunate isn't exactly a word that aptly covers the alignment of one of the world's most-loved beer brands and the worst global health crisis in recent history.
Brand XT explores what exactly happened to the Corona brand, and how the Mexico-produced beer icon is battling the biggest brand blindside ever.
Breaking New Ground with High-Concept Collaborations
How LVMH uses brand extension to inspire global influencers including celebrities, chefs and video game developers to reach new markets and break new ground.
If LVMH knows one thing, it’s how to refine a lifetime of luxury and introduce it to the market in a way that gets people talking.
Credit: Riot Games
Credit: Primark
The Most Powerful Brand Extensions of 2019
Brand XT highlights some of the key campaign drivers of 2019 to predict what might work when the world returns to “normal.”
- Primark and Netflix bring the best experiential retail solutions to the heart of the world’s major cities.
- Pop-up culture opened new opportunities for Pokémon, Hello Kitty, Line Friends and The Who.
- “Peaky Blinders” enjoyed horse racing events and escape rooms.
How Influencers are Transforming for the Better
As the coronavirus perpetuates increased consumer mobile usage but restricts global brand campaign spend, Brand XT examines the subject of influencers and gathers a level footing on what brands should do in 2020.
Credit: Adidas
Building a Brand Universe with Strategic Extensions
How Adidas created a global community of partners, pairing with local athletes, celebrities, ambassadors and sports icons to build more than just a brand.
“We know that in order to be successful, we need to get closer to our consumers than ever before,” says the Adidas brand strategy for 2020, dubbed Creating the New.
Brand XT is a License Global product, the leading news source for the brand licensing industry, delivering the latest news, trend, analysis and special reports about the latest collaborations.
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