Friday, July 13, 2007

Product Line Extensions - Sunny Boy

This product line extension raises a few questions: When is the product no longer the product? With reference to the extension of the brand name. Can this be Sunny Boy? AND what part of the product is the brand?

The original Sunny Boy was a triangular shaped cardboard pod with frozen cordial inside. To me, the Sunny Boy was the format of delivery, not the liquid being delivered. In this line extension where they are now delivering the same liquid in a bottle, it is no longer a Sunny Boy. Properly understanding your products and your brands, is about understanding exactly where the brand exists and whether it is transferable. In this poor excuse for a line extension, the brand has not been transferred.

1 comment:

Chana said...

Good words.