Examples of brand extension done right

An example of a successful brand extension is Apple Inc.’s move from personal computers into the mobile phone category with the iPhone. Given the technology-driven synergies between personal computing and mobile communications, this extension was a logical step.

Apple leveraged its reputation for innovative products and extended it to a new market, thus gaining a substantial foothold in the mobile phone sector.

Another illustrative case is the extension of the Virgin brand, which started with Virgin Records and expanded into airlines (Virgin Atlantic), telecommunications (Virgin Mobile), and even space tourism (Virgin Galactic).

Virgin’s brand extension strategy relies heavily on the strong personal brand of its founder, Richard Branson, and his reputation for challenging established markets and conventions. Leveraging the loyalty and trust associated with its name, Toyota launched Lexus in the luxury car market…