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Customization: Another path to brand extensions

Starbucks is using this tactic in extending its Frappuccino brand in time for summer. The approach includes a partnership with PepsiCo for a grocery store product.

Talking to your consumers before extending your brand into other products is always a good thing. Even better is when you can extend a brand by customizing it.

That’s what Starbucks is doing with its Frappuccino brand—and breathing new life into sales for the brand as the warm spring and summer months approach, according to a report in USA Today. Starbucks is offering non-fat milk and sugar-free toppings to the pricey drink, and it has even partnered with PepsiCo to create and market Vanilla Frappuccino delight, sold mostly at supermarkets.

How important are brand extensions? Executed well, they can provide a 20% sales bump, Brand Keys’ Robert Passikoff tells the newspaper.

Duraflame, Henkel, and Frito-Lay are taking other approaches to brand extensions. The trait that each of these extensions shares is a holistic product and package combination.

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