Description
an essay discussing the ways in which a brand extension may be created for a product. Include a strong rationale for the brand extension. (example Kellogg's cereals started with Corn Flakes and have multiple brand extensions now).
Areas to include:
Brand: (to include a brief background)
Extension idea: Product
Rationale/justification or need for the new idea. Relate the idea back to the company's mission statement
Target market
Marketing/launch strategy (to include pricing and channel strategy)
Ethical considerationsLength: 4 page
References: Minimum 2
Explanation & Answer
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Running head: BRAND EXTENSION
1
Brand Extension
Student Name
University
Course Title
Date
BRAND EXTENSION
2
Brand Extension
If there is a reason why brand Colgate is well-known across the world, it is certainly
because of its varieties of toothpaste. Colgate is one of the largest world brands in the field of
oral care because it proposes a wide range of products intended for several types of
consumers. The name Colgate comes from the name of William Colgate who was a soap and
candle maker. He was the founder of the William Colgate & Company which further became
Colgate & Company. In 1896, the Colgate’s Ribbon Dental Cream was the first toothpaste in
tube sold by Colgate. In 1928, the company was bought by Palmolive-Peet Company and
became Colgate-Palmolive (Colgate) (Dix-Cooper & Kosatsky, 2019). Firstly established in
the field of oral care with the production of tubes of toothpaste, the company developed
several ranges of products for different sectors among which personal-care and household
products. Despite the wide range of products developed by Colgate-Palmolive, the company
reputation has been built in the field of oral care products, especially in fabrication of tubes of
toothpaste. Over the years, the company extended its toothpaste brands from 2 at the very
beginning, to more than 30 products to this date (Niha et al., 2019). This paper aims at
explaining the rationale of the extension of the brand Colgate MaxFresh, before discussing the
marketing strategies and ethical considerations associated with this brand extension.
Extension Idea
In the field of marketing, there is a significant difference between the terms “brand”
and “product”. A product is what a company makes while a brand is what the cu...