This adjustment is designed to mitigate disruptions caused by processing delays, which for some EAD applications exceed 14 months. To minimize employment interruptions, USCIS recommends eligible individuals file for EAD renewal up to 180 days before their current document expires. Hitesh Bhasin is the Founder of Marketing91 and has over a decade of experience in the marketing field. He is an accomplished author of thousands of insightful articles, including in-depth analyses of brands and companies. Holding an MBA in Marketing, Hitesh manages several offline ventures, where he applies all the concepts of Marketing that he writes about. Samsung is a consumer electronics company known for its TVs, phones, and appliances.
Brand Extension vs. Line Extension
- This approach accelerates consumer acceptance and reduces the need for extensive marketing efforts typically required for launching a completely new brand.
- Category or Brand Extension is a strategy by which, a company uses the same brand to enter into a completely unrelated product segment.
- Sony’s expertise in multimedia has allowed them massive success in a multitude of categories.
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These changes aim to simplify processes and reduce employment gaps. Specifically, they extend the EAD auto-extension period and enhance benefits for F-1 visa holders transitioning to H-1B status. Referred to as EAD Updates 2025, these rules take effect on January 17, 2025. The company used several advertising media channels, such as TV, print and outdoor mediums to promote its name among the target audience. First, a set of TV ads were launched in February 2002, followed by a second round of commercials in September 2002.
Changes for TPS Beneficiaries
Another type of brand extension is category extension, which is when a company launches a new product that is in a different category than the original product. For example, if there was a successful brand of coffee called “Java,” a category extension would be launching a line of Java-branded coffee mugs. Category or Brand Extension is a strategy by which, a company uses the same brand to enter into a completely unrelated product segment. The company leverages on the brand equity and success of its existing brand to introduce the new product to increase market acceptance. Toyota is one of the largest automobile companies in the world, with several successful brand extensions. When it decided it wanted to launch a new automobile geared for the American youth market, it decided to go with a decentralized strategy.
- A company with a successful slogan wouldn’t change it — and one without a successful slogan would do whatever it takes to get one.
- Brand extension is no small task and much more difficult when a brand goes too far from the original product portfolio.
- This marketing strategy not only expands Dove’s product offerings but also deepens its connection with targeted consumer groups who trust the brand’s expertise in gentle skincare.
- They need to submit renewal requests before the re-registration deadline mentioned in the Federal Register Notice for their designation.
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They even gave away free full-sized samples with the Sunday paper. Consumers did not want or need a clear cola, and Crystal Pepsi slowly disappeared the following year. This change addresses common challenges, such as employment gaps and processing delays.
When developing a brand extension strategy, the marketer needs to find out which extension will be able to leverage the existing brand equity in a category extension way that it will match customer perceptions. However, there are also opportunities for extensions into categories that don’t seem like a natural fit. To determine the difference, you must understand centralized and decentralized brand extension strategies. A brand extension is a smart way to use an established brand name to introduce a new product to customers. Having a strong brand personality and brand identity with clear and consistent messaging helps the brand to stand out from the competition and be recognised for its products and services.
By associating the new product or service with a familiar and trusted brand, companies aim to transfer positive brand attributes such as quality, reliability, and customer satisfaction to the new category. This not only accelerates consumer acceptance but also reduces the need for extensive marketing efforts typically required for launching a completely new brand. The success of the extension depends on how far the jump from one product category to the other.
September 2025 Visa Bulletin Predictions: Family and Employment Trends
However, the company also has a line of home automation products called SmartThings. McDonald’s is a fast food restaurant known for its hamburgers and fries. However, in recent years, the company has been expanding its menu to include coffee and other beverages through its McCafe brand. Chrome Web Store displays apps and extensions based on your Chrome browser’s language and location. You can click the Settings icon to change the language and country to see the featured content.
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This extension capitalized on IKEA’s brand association with Scandinavian culture and affordability. The company decided to launch a line of mouthwash, which is in a different product category. However, because Colgate is such a well-known and trusted brand, customers were willing to try the new product. Brand extension is all about taking an existing brand and using it to launch a new product. The new product can be in the same product category as the original product, or it can be in a different product category altogether. The first was Pepsi AM, a soda brand extension that was intended to be a morning drink, similar to coffee.
Corporate Brands and Brand Extensions
Providing additional products to the current line also helps the parent brand. Your image will be enhanced when your customers see what else your company offers. Extended brands of high-quality parent brand are considered substitutes and tend to be less well-received than the lower-quality brand. Brand extensions that are strong quality brands will have an edge over weak brands, similar to the value of quality. Existing products can outperform existing customer markets or push in additional ones, but new product introductions are crucial to a company’s long-term success. This approach not only attracts new customers but also reinforces the brand’s identity.
Font – The lettering and typography used is also very defining as a brand. Think of Coca-Cola and Disney; their fonts are iconic, and again, those brands are known often by font alone. When it comes time to re-brand, a company must do extensive research, both qualitative and quantitative, otherwise they could face a potential disaster. For such a quintessential company as Kraft to be owned by a tobacco company was seen as a potential disaster for the company, and Philip Morris knew it needed to re-brand. Negative Publicity – This is probably the most common reason companies re-brand.
Which is an example of a successful brand extension?
The name «Air Jordan» is now synonymous with the best basketball shoes in the marketplace. First, and most important, is that it is the best way to introduce one company’s product to customers who are loyal to another product. Icon – Using an icon is often successful, especially if the icon becomes as well-known as the brand. Think of the Nike swoosh, or the Apple «apple.» These companies don’t even need to use their brand name; their icon stands on its own. Slogan – A successful slogan can sell a brand with the slogan alone.