Harley Davidson Cake Decorating Kit Brand Extension

Tagged as advertising brand extension harley davidson most failed brand extensions don t jibe with how consumers understand the core brand or just seem incongruous with a company s existing product line.

Harley davidson cake decorating kit brand extension.

So whoever thought that davidson perfume disappointed the fans clearly didn t hear about the cake decorating kit. Bad example of brand extension. But that didn t stop harley davidson from releasing a branded cake decorating kit. About 20 of harley s revenues come from parts accessories apparel and stuff like the xtreme image cake decorating kit the kit is part of the brand s push to attract female riders.

Take a look at seven dubious products all true that stretch their brands too far. According to robert sprung ceo of tippingsprung successful brand extensions must be logical strategic and careful so they don t take the brand too far away from its core values. Harley davidson s cake decorating kits licensed by bakery crafts. So whoever thought that davidson perfume disappointed the fans clearly didn t hear about the cake decorating kit.

It is a far cry from 2005 when the company had the dubious distinction of winning the worst brand extension in a poll for its harley davidson cake decorating kit. This is an example of brand dilution. It was immediately voted the worst brand extension when it was launched. Licensed by bakery crafts the icing kit was too disneyfied according to a survey done by branding experts tipping sprung.

This is an. Increase consumer recognition and awareness of product offerings. Harley davidson cake decorating kit. Harley davidson harley davidson s cake decorating kits licensed by bakery crafts.

In fairness to the company who received a fair bit of flack for it the kits were probably targeted at young motorbike fans and would in fact make an exciting centrepiece at a children s birthday party but in any case it was a stretch too far for the brand. Licensed by bakery crafts the icing kit was too disneyfied according to a survey done by branding experts tipping sprung. Harley davidson s cake decorating kit tried to appeal to the brand s unparalleled consumer loyalty but it was considered too tame by their consumer base. One important purpose of a brand is to.

All of the following are potential benefits of brand extension except.