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Brand Extensions
We have a product which is well recognized in the industry. However, it is narrowly associated with a certain type of functionality. We are about to release some new products that are quite a departure from our past products. We are also thinking of unifying all of our products under some kind of umbrella name. My thoughts have been to give a new name to the upcoming products to differentiate them and show a new direction for company and its product line, but others are concerned about dropping an already known brand and having to build up new brands. Do you have any advice on naming new products and creating a product suite with add-ons, especially when an existing product already has name recognition.
Use a different name for different positioning. Brand extensions are always a bad idea. Read anything by Reis and Trout.
BandAid-brand Turkey will never sell nor will Spam-brand bandages. But "BandAid Fluid Bandage for those hard to reach areas like knuckles" may not be a bad idea. BandAid = bandage for a cut and nothing else. Breathe Free strips for snoring relief have many similarities with bandages but the positioning is sufficiently different that a different name is warranted.
Changing a weak name is usually a bad idea; introducing a strong name for a new product is ok.
From what you've told me, you should leave the old name alone but create a new family name.
Answered by Steve Johnson
