Extension strategies have a priori of meaning that

Marks gives has significantly changed since a decade for the simple reason that they can no longer rely on organic growth markets. They must now reflect on ways of development in markets characterized by a growing competitive intensity and rates of growth zero or even negative because of the saturation of the application, the increase in the rate of equipment and a form of consumer disillusion. He natural and each of us can never ideology to possess three a, or consume five pizzas a day... In addition, the glorious time of advertising marketing is allowing to develop the markets by image work aimed at shaping beliefs to the products and brands largely lived. While the power of the advertising impact (measured with indicators such as the share of voice, the GRP, etc.) was very much to buy in the market share of growing markets, brands can now afford speech because of the rise of economic tenders and credibility increased in most markets by distributors (DGF) marks. The deification of the hyperbolic figure of the mark, whose power was for a long time to convince the consumer with speech and image effects often very disconnected from the value of the products, has more courses today; It is more credible in an economic context where advertising media represents little more than the quarter investments communication of brands in a social context of mistrust, even defiant, consumers in the marks. What are then the response capacity of the marks in this context characterized by a chisel between, on the one hand, the predictable structural decline the request and, on the other hand, the increase in the competitive intensity

The natural propensity of brands in defeating the spiral of decay is to rely on the complicity of two robust built developed by marketing: segmentation and positioning. Using repositioning logics, marks often play on mental reconfiguration logics by trying to print a novel way to look at their world of products. Thus the brand Swatch boosted watchmaking market by setting its products either as watches but as "fashion accessories which incidentally give time". In operating a perceptual transfer using mental gateways, Coraya, specialist brand of seafood products, has successfully transferred certain types of products derived from the deli (sea ham), cheese (cheese of the sea) or of snacking. Mental re-categorization is therefore a natural lever of growth of the marks to recreate a perceptual category to deport its direct competitive universe. This is including fully managed a brand like Danao by creating a new intermediate perceptual universe between fresh fruit juice and dairy products; Similarly the Dockers (sub-brand of Levi's) mark has created a new category perceptual, "casual business wear," (by crossing the universe of the "business wear" and the "casual wear"), that she first managed to impose on the American market by imposing makers of big business the idea (and therefore the ideology!) the now very popular "casual friday". Seen clearly here, to the change in attitude which illustrated advertising marketing has substituted a re-categorization marketing (and thus of restriping) largely based on the capacity of the marks to induce new uses and new behaviours. Zap or Pompote are from or of a technological revolution or revolutionary recipe, but are essentially the innovations of concepts to increase opportunities for consumption of yogurt and applesauce with déambulatoires concepts. Same brand Pop, small individual bottle of champagne Pommery launched, intended to be drunk to straw aims to change the times of consumption of champagne (favouring the bars and nightclubs) by proposing a new way to consume.

The storm success of Actimel is due to a talented work of marketing used to build a system of beliefs through a precise positioning and meaning (the ability of the mark against the assaults of daily life) but also to the ability of the brand to ritualiser consumption with the famous gesture health in the morning to incorporate the brand promise in a visible and specific practice. Brands cannot therefore simply today to shape or modify attitudes, they should disseminate and appropriate practices and actions. Where the importance of marketing based on the observation of the behaviour and not just the harvest of beliefs or intentions of consumers.

This re-categorizing requires most brands models of organic growth is most often operating by so-called extension strategies, which may be several conditions:

geographic extension: to deport competition in force on Western markets, it is tempting to also different brands that Danone, Gillette or Louis Vuitton to conquer Asian markets even reposition their products so that they are acceptable in one cultural context. Thus the Danone yogurt is positioned as a drink in a country like China;

the target extension: a brand is often conducted to evolve its target due to a saturation of its base or aging of its natural target market. A brand like Gillette yet rooted in the male universe is extended with success in product lines of hair removal destined for women; Conversely the trade mark Babyliss attempts to seduce a more male target with products specifically dedicated to cutting the hair;

the extension of the moments of consumption: the Prince brand, which is originally a brand-product related to a chocolate biscuit, became a high-end brand following the consumer throughout the day through a signature, a promise which is to provide energy to all the times of the day. In the same way, "morning Taillefine" helped the Taillefine brand to conquer breakfast time, etc. Evian Nomad is a good example of the inflections of a range to reach out to new targets, new distribution networks and promote consumption outside the home of the mark;

the expansion of market access systems: development of Nespresso has helped Nestlé to develop sales of coffee in high margin via a system of exclusive shop and mail order.

vertical extension, which is to use an existing brand to introduce a product of nature or different function with a level of significantly different prices (i.e. the order of 25 at least). Thus Giovanni Panzani allowed Panzani capture share of market segment premium (vertical extension from the top), while the Class A and the Smart enabled Mercedes to receive less affluent motorists (vertical extension at the bottom).

Extension strategies have a priori of meaning that