04 Sep Assignment 1
Colgate is a well-known brand for its whitening tooth paste. However, there are a number of brand extensions for the Colgate. These include Colgate Enamel Health, Colgate Clean Mint toothpaste, Colgate toothbrush, Colgate 360 total advanced powered toothbrush, Colgate 360 total advanced floss-tip bristles toothbrush, Colgate mouthwash MaxFresh, Colgate Total Advanced health mouthwash, Colgate Total 12hr Pro-shield mouthwash, Colgate Total mouthwash for gum health, Colgate Kids etc. (Colgate, 2019)
The above brand extensions identified for Colgate fall in the same category as the major perception that Colgate is famous for, that is, oral care. The major elements of these products are breath freshening, sensitivity relief, whitening, tongue cheek cleaning, categories of soft, extra soft, medium and firm for bristles of toothbrush. Additional categories within the toothpaste includes manual, battery power, and disposable. (Colgate, 2019)
Each of the above brand extension and stretch are consistent with the brand image which is oral care and is one of the major requirements of the success of brand. Furthermore, similarity which is another major criterion for the brand extension is also present in each of the product extension and stretch. Products like Colgate Clean Mint toothpaste are extensions to the whitening toothpaste and shows similar feature of the product with same functions but provides a variety to the consumers.
References
Colgate. (2019). Colgate. Products: https://www.colgate.com/en-us/products/toothbrush?brand=Colgate%C2%AE%20Total%C2%AE
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