Kotler states in ch. 7 that line extension is "extending an existing brand name to new forms, colors, sizes, ingredients, or flavors of an existing product category".
Michael Jordan is a brand known worldwide. Many believe that he is the best player that ever played the game. His success in the 90's after winning six champions has soared his popularity to new heights. Wave after wave of shoes have been on the market for over twenty years. At first, shoes came in one style every year and it's purpose was for use on the basketball court. However, as Jordan's popularity grew, there was a demand for anything "Jordan" grew. Now its not hard to find Jordan shoes in array of colors, sizes, and uses. In fact, new Jordan shoes come almost every week!!! Demand from "metro sexual" man have even caused a supply of Jordan casual shoes for everyday wear. And shoes for women and babies have been available for many years. The picture above shows baby Jordan shoes in many forms and colors. This picture clearly represents "line extension" by showing the how Jordan shoes have been extended to different colors and flavors. However, It doesn't stop with shoes. A trip to the mall or your favorite retailer online, one can buy Jordan shirts, shorts, hats, sweaters, sweats, or jackets in a variety of sizes and colors whether you are a man, woman, child, or baby.
Tu Pham
Section E
extending to new categories is brand extension.
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