搜集失败的品牌延伸案例并分析失败的原因

Colgate Kitchen Entrees - Colgate, 1980s Colgate, known for oral care products, attempted to extend its brand into the food industry in the 1980s with its line of frozen dinners called Colgate Kitchen Entrees. The products were marketed as "delicious meals that leave your mouth feeling fresh and clean." However, consumers were not convinced and the line was discontinued after just a few years.

Reasons for failure: The brand extension was not a good fit with the core values and image of the Colgate brand. Consumers did not perceive Colgate as a food company and were not willing to trust their oral care brand to provide them with quality food products.

Bic Underwear - Bic, 2000s Bic, known for its pens and lighters, attempted to extend its brand into the fashion industry in the 2000s with its line of disposable underwear called Bic Underwear. The products were marketed as "convenient and affordable" but failed to gain traction with consumers.

Reasons for failure: The brand extension was not a good fit with the core values and image of the Bic brand. Consumers did not perceive Bic as a fashion company and were not willing to trust their pen and lighter brand to provide them with quality underwear.

Zippo Perfume - Zippo, 2010s Zippo, known for its lighters, attempted to extend its brand into the fragrance industry in the 2010s with its line of perfumes called Zippo Perfume. The products were marketed as "masculine and rugged" but failed to gain popularity.

Reasons for failure: The brand extension was not a good fit with the core values and image of the Zippo brand. Consumers did not perceive Zippo as a fragrance company and were not willing to trust their lighter brand to provide them with quality perfumes.

Harley Davidson Perfume - Harley Davidson, 1990s Harley Davidson, known for its motorcycles, attempted to extend its brand into the fragrance industry in the 1990s with its line of perfumes called Harley Davidson Perfume. The products were marketed as "sexy and rebellious" but failed to gain traction with consumers.

Reasons for failure: The brand extension was not a good fit with the core values and image of the Harley Davidson brand. Consumers did not perceive Harley Davidson as a fragrance company and were not willing to trust their motorcycle brand to provide them with quality perfumes.

Overall, the main reasons for these brand extension failures were the lack of fit between the core values and image of the brand and the new product category. Consumers were not willing to trust these brands in new industries where they did not have a proven track record. Additionally, the brands may not have done enough research to understand their target market and what they were looking for in a product