7 January 2009
Girl Scouts Have Top Brand-Name Introduction
Posted by admin under: Community Partners .
The PRWeb Newswire has released the results of a brand marketing company’s survey of top brand extensions. You know, when your favorite boy band starts selling their faces on lunchboxes and karaoke games. That sort of thing. Girl Scouts has also been extending the brand name, but not in a weird Girl Scouts Leadership Laser Pointer sort of way. They actually got one of the top notices in the Tipping Sprung survey.
Results from TippingSprung’s fifth annual survey of brand extensions, produced in collaboration with marketing newsweekly Brandweek, revealed which extensions are most compelling and logical, and which are weakest and have the greatest potential to dilute the brand. Major trends in brand extensions were also identified.
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The Top Brand Extensions. The 689 marketing decision-makers who responded to the survey chose the following top brand extensions:
Coppertone sunglasses was named best overall brand extension with 31.2% of the vote. Mr. Clean Performance Car Washes came in a close second with 25.7%, followed by Juicy Crittoure (Juicy Couture’s pet line).
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Cause marketing continues to be a hotbed of brand extension. Respondents gave an enthusiastic thumbs-up both to World of Good (locally sourced products, sponsored by eBay) and, perhaps surprisingly, the Thin Mint Cookie Blizzard (Girl Scout-inspired treat at Dairy Queen).
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The 2008 survey, carried out in collaboration with Brandweek, was sent to 40,000 branding and marketing professionals. Respondents came from a range of companies, including Amazon.com, Dow Chemical, Johnson & Johnson, Kimberly-Clark, Nike, P&G, Sony, and Wal-Mart.
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A full survey report is available from TippingSprung (www.tippingsprung.com)
What was one of the worst? Burger King underwear. Seriously.
- Girl Scout Blizzards Are Back!
- Dairy Queen Partners with Girl Scouts
- Wal-Mart Copycat Cookie Crisis
- Center For Science in the Public Interest Takes Aim at Girl Scouts
- Empire of Cookies
