Wednesday, February 10, 2010

Brand Development

According to Kotler, “a company has four choices when it comes to developing brands.” They are line extensions, brand extensions, multibrands, or new brands.

Kenichi’s Hershey’s posting reminded me of the funny image I recently saw online. This image illustrates a brand extension of Hershey’s. A brand extension extends a current brand product in a new category. (Kotler, 250)

The new line will include a USB drive that will range from 1GB to 4GB and features a plain Hershey bar (as shown above) or Mr. Goodbar, Krackel, Twizzlers or Bubble Yum. The USB drives will range in price from $14.99 to $29.99. You’ll also be able to pick up 2GB and 4GB drives in the shape of Hershey Kisses for $19.99 to $29.99. Besides USB drives, they will offer digital cameras featuring a Jolly Rancher design, Hershey’s miniatures and Bubble Yum for $24.99. More information is available on Gearlog (

On one hand the new product will be instantly recognized due to widely known Hershey’s brand name. On the other hand, as Kotler say, the brand may be not appropriate to the new product. Seriously, wouldn’t you expect this USB to melt?

Elizaveta Koval
Section G

1 comment:

  1. Thank you for sharing. Brand development requires knowledge and experience in a wide range of disciplines.
    - brand development Boston