Monday Morning Marketing Quote: A Quick Guide To Brand Extension


When should you extend your brand versus re-brand under a new name?

Today’s Monday Morning Marketing Quote discusses brand extension and quotes Al Ries and Jack Trout and their book, Positioning: The Battle for Your Mind. (affiliate link)

“When a really new product comes along, it’s almost always a mistake to hang a well-known name on it. The reason is obvious. A well-known name got well-known because it stood for something. It occupies a position in the prospect’s mind. A really well-known name sits on the top rung of a sharply defined ladder. The new product, if it’s going to be successful, is going to require a new name. New ladder, new name. It’s as simple as that.” – Al Ries and Jack Trout

 

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2 Responses to “Monday Morning Marketing Quote: A Quick Guide To Brand Extension”

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  1. John A. Fallone says:

    Tom, I’m in agreement with your analysis regarding the wisdom of Toyota creating the Lexus brand for Luxury vehicles and the failure of Hyundai to re-brand its Luxury models being a huge mistake.

    Ries and Trout caused a paradigm shift with Positioning and continued to reinforce their understanding of “The Battle for Your Mind” over the years. They are still my #1 Marketing gurus of all time.

    In my opinion, if General Motors had adopted the right positioning strategy (vehicles that stood for something), they would have avoided the financial woes that resulted in the recent massive bailouts, despite the costly union benefits which certainly did not help them be more competitive.

    Appreciate your perspective.

    Kind regards,
    John
    _____________________________
    John A. Fallone
    President, Biz Dev Consultant & CEO
    Traininguru
    Office: 1-203-274-6098
    Mobile: 1-203-536-1093
    jarfallone@gmail.com
    _____________________________________
    http://www.traininguru.com/
    http://twitter.com/Traininguru
    https://traininguru.wordpress.com

  2. John A. Fallone says:

    Tom, I’m in agreement with your analysis regarding the wisdom of Toyota creating the Lexus brand for Luxury vehicles and the failure of Hyundai to re-brand its Luxury models being a huge mistake.

    Ries and Trout caused a paradigm shift with Positioning and continued to reinforce their understanding of “The Battle for Your Mind” over the years. They are still my #1 Marketing gurus of all time.

    In my opinion, if General Motors had adopted the right positioning strategy (vehicles that stood for something), they would have avoided the financial woes that resulted in the recent massive bailouts, despite the costly union benefits which certainly did not help them be more competitive.

    Appreciate your perspective.

    Kind regards,
    John
    _____________________________
    John A. Fallone
    President, Biz Dev Consultant & CEO
    Traininguru
    Office: 1-203-274-6098
    Mobile: 1-203-536-1093
    jarfallone@gmail.com
    _____________________________________
    http://www.traininguru.com/
    http://twitter.com/Traininguru
    https://traininguru.wordpress.com

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