TippingSprung Brand-Extension Survey Featured on The Today Show

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The best and worst brand extensions from the TippingSprung/Brandweek brand extension survey were revealed on NBC's Today Show.

They also must be of good quality, and companies must choose their partners carefully if they aren't making the product themselves

The Jeep stroller got a big nod of approval while the Harley-Davidson cake-decorating kit got a chuckle. The best and worst brand extensions from the TippingSprung annual brand-extension survey were featured on NBC's http://video.msn.com/v/us/fv/msnbc/fv.htm??g=95cacdb4-0273-4b90-920a-5a3761f94fca&f=05&fg=copy [The Today Show __title__ The Today Show] this morning.

Robert Sprung, CEO of TippingSprung, shared with hosts Meredith Vieira, David Gregory, and Al Roker the winners and losers from the survey produced in collaboration with marketing newsweekly, Brandweek magazine. The winners included:

  • Jeep stroller
  • The American Red Cross emergency radio (named best overall brand extension in this year's survey)
  • Starbuck's coffee liqueur

Extensions that respondents to the survey felt were not a good fit included:

  • Harley-Davidson cake-decorating kit
  • Play-Doh perfume
  • Chicken Soup for the Soul pet food

Brand extensions are a $70-billion industry, according to some estimates. According to Robert Sprung, CEO of TippingSprung, "Successful brand extensions must be logical, strategic, and careful so they don't take the brand too far away from its core values." "They also must be of good quality, and companies must choose their partners carefully if they aren't making the product themselves," he adds.

Background and Methodology of the Report

TippingSprung, a New York brand consultancy, observed that no major surveys focus on the powerful phenomenon of brand extensions. The first brand-extension survey was launched in 2004, to help answer key questions about brand extensions: Which extensions are most effective? Which go too far or otherwise dilute the brand? What makes some brands more extendible than others? What are some of the major trends in brand extension today?

The 2006 survey, carried out in collaboration with Brandweek, was sent to 25,000 branding and marketing professionals. Respondents came from companies like Avon, Conde Nast, Ford Motor, Johnson & Johnson, Kraft, PepsiCo, and Target.

The survey was sent in the second week of November 2006, and results were collected until December 1, 2006.

A full survey report is available from TippingSprung by calling (212) 268-4800, ext. 201.

TippingSprung (http://www.tippingsprung.com) is a New York-based branding company with key practices in brand licensing, brand strategy, naming, design, and globalization.


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