Image-Related Extensions

Image-related extensions and unrelated extensions need to ensure two things if they have fit, namely image fit and business fit. A brand extension is said to have, an image fit if the parent brand and the extension are closely linked in the, consumer’s mind. For instance, Colgate toothpaste extending into ‘brushes is a classic example of proper image fit. Similarly, the extension of Prestige pressure cookers into non-stick ware Lakme nail polish becoming a cream, Maggie noodle stretching into success and Dettol antiseptic liquid becoming soap are all good examples of suitable image fit. Some of the above extensions like Lakme, Maggie and Colgate are complementary in their use. They have all been successful.

Probably the single most factor important for image fit is consistency between the brand personality of the parent and the extension. The most commonly accepted definition of brand personality is that it is the set of human associations with which the brand is linked. The reason for the initial failure and subsequent success of Dettol soap is rooted in the issue of consistency of brand personality. Dettol’s initial attempt at becoming beauty soap is an example of this mistake. Dettol has fundamentally been used as a brand for ‘cuts and gashes’. On the other hand, when Dettol extended to become a germ kill soap (100 per cent bath) it was a success. In fact Dettol later used the same anti-germ equity to become a shaving cream.

Sometimes there is image fit as well as business fit but the extension fails, because the marketing mix (product, price, place and promotion) of the extension is not managed well. BPL, Videocon and Onida have all started diversifying into consumer electronics at the same time. However, BPL has been successful in more categories than Videocon and Videocon in more categories than Onida because of the manner in which the marketing mix was managed.