MicrosoftThe pace of quick footedness in technology development achieved by Microsoft is amazing; the downside being that consumer’s can often on feel out of date as soon as a product is purchase. Just think! You have recently invested in buying Windows XP and out comes Windows Vista – what do you do? The Microsoft brand represents speed and state-of-art and is also perhaps happy that it represents an element of risk in buying the brand. Bad publicity also, at times, works. For instance when they are doubts (and much publicity) about a new version of Windows, sales just keep on rising. It would seem that a lot of consumers out there would prefer to be a part of that leading edge, bugs and all!
What do you think the Apple brand represents?
The Ponds Image…Pond’s a popular face cream brand was not accepted when it applied its name to toothpaste. In a blind taste most of the people could not differentiate between that of Colgate and Pond’s. However when the Pond’s name or logo were attached nobody was interested. Even though Pond’s had successfully extended its brand name to other products like soap, what they (Ponds) failed to see was that all its extensions were linked with a similar fragrance, whereas the main attribute of a toothpaste was and is its taste. This imbalance between taste and fragrance created a dissonance in the minds of the consumers.
Can you think of a beverages brand that was able to extend its brands to snacks successfully?
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