How do you choose the optimal level of fit between the parent brand and the brand extension?

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Brand extensions are a common strategy to leverage the equity of a parent brand and introduce new products or services. However, not all extensions are equally successful. One of the key factors that determines the performance of an extension is the level of fit between the parent brand and the extension. How do you choose the optimal level of fit that maximizes the benefits of brand awareness and minimizes the risks of brand dilution? In this article, we will explain what brand fit is, why it matters, and how to measure and optimize it for your brand extension.

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Harvinder Singh

???315 X Linkedin Top Voice ???|| 8% in Generative AI & 17% in Influencing others Voice ||10% in Business…
Waqqad Khan

??Digital Marketing Strategist & Web Developer | SEO & Content Marketing Specialist | Driving Brand Growth through…
Lisette Prins

Marketing Manager & Sustainability Marketing lead at bol (a B corp organisation)

1 What is brand fit?

Brand fit is the degree of perceived similarity or compatibility between the parent brand and the extension. It reflects how well the extension matches the existing associations, attributes, benefits, and values of the parent brand. For example, a high-fit extension would be a toothpaste brand launching a mouthwash, while a low-fit extension would be a toothpaste brand launching a pizza. Brand fit can be influenced by various factors, such as product category, quality, price, design, target market, and distribution channel.

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Waqqad Khan

??Digital Marketing Strategist & Web Developer | SEO & Content Marketing Specialist | Driving Brand Growth through Innovative Social Media Strategies | Experienced Speaker & Trainer
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Align the brand extension with the parent's core values and expertise. Ensure a logical connection to avoid consumer confusion. Assess the target audience's needs and preferences. Strive for a seamless, complementary relationship while allowing room for extension individuality. Regularly evaluate market dynamics to maintain relevance.

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Abhishek DuttaGupta, PhD.
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Choosing the right level of fit between a parent brand and its brand extension is like making sure a new dish matches the flavors of the rest of the meal. Imagine you have a restaurant that’s known for making delicious pasta. If you decide to start selling car tyres, it might feel strange because pasta and car tyres don’t really go together. But if you start selling pasta sauce, it makes more sense because the sauce and pasta are a good match—they fit well together. So, when choosing the fit, you think about how closely the new product (brand extension) is related to what the brand is already known for. The closer they are, the better they go together. The goal is to make sure the new product feels like it belongs with the old ones.

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2 Why does brand fit matter?

Brand fit matters because it affects how consumers evaluate and respond to the extension. A high-fit extension can benefit from the positive spillover of brand awareness, trust, loyalty, and image from the parent brand. It can also reinforce and strengthen the core identity and positioning of the parent brand. However, a high-fit extension can also face more competition and cannibalization from other products in the same category or from the parent brand itself. It can also limit the growth potential and differentiation of the extension. A low-fit extension can benefit from the novelty, curiosity, and innovation appeal of the extension. It can also expand and diversify the portfolio and reach of the parent brand. However, a low-fit extension can also face more resistance and skepticism from consumers who may question the credibility, quality, or relevance of the extension. It can also damage or weaken the reputation and equity of the parent brand if the extension fails or performs poorly.

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Lisette Prins

Marketing Manager & Sustainability Marketing lead at bol (a B corp organisation)
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It's crucial for a brand to distinguish between core, stretch & overstretch. While stretch indeed helps with novelty, and drive new associations for the masterbrand, overstretch goes too far and can expect backlash.

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3 How to measure brand fit?

Brand fit can be measured by using various methods and tools, such as surveys, focus groups, experiments, or conjoint analysis. The most common way to measure brand fit is to ask consumers to rate the extent to which they perceive the extension to be consistent, compatible, or similar to the parent brand on a scale from 1 (very low fit) to 7 (very high fit). Alternatively, you can ask consumers to rate the extent to which they think the extension belongs to the same product category as the parent brand, or the extent to which they think the extension delivers the same benefits or values as the parent brand. You can also compare the ratings of your extension with those of your competitors or other extensions in the same category.

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4 How to optimize brand fit?

Optimizing brand fit requires adjusting various elements of your extension strategy, such as product design, name, logo, packaging, pricing, promotion, or distribution. The aim is to find the optimal balance between fit and differentiation that maximizes the positive transfer of brand equity and minimizes the negative feedback effects. Generally, for high-fit extensions, you should emphasize the similarity and continuity with the parent brand by using the same or similar name, logo, design, or slogan. You should also highlight the shared benefits or values that the extension offers to consumers and use cross-promotion or bundling to create synergies and increase exposure. For low-fit extensions, you should emphasize the difference and novelty of the extension by using a different or modified name, logo, design, or slogan. Additionally, you should highlight the unique benefits or values that the extension offers to consumers and use separate promotion or distribution channels to avoid confusion or conflict.

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Diana Petru

Employer Branding Community Manager at Wargaming | Ph.D. in Modern History
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For brand fit measurement, we use several tools: 1. SurveyMonkey: Efficiently collect quantitative data through customizable online surveys, evaluating consumer perceptions. 2. FocusVision: Facilitate in-depth discussions and insights in virtual or in-person focus groups, exploring nuanced consumer opinions. 3. Qualtrics: Utilize conjoint analysis tools for a deeper understanding of consumer preferences, uncovering key factors influencing brand fit. 4. SurveyGizmo: Conduct controlled experiments and A/B testing to observe participant reactions. 5. Brandwatch: Monitor real-time social media and online conversations, employing sentiment analysis and competitive benchmarking.

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5 How to test brand fit?

Brand fit is an ever-changing concept, as consumer preferences, expectations, and perceptions evolve over time. To keep up with the changes, it is important to regularly test and monitor brand fit and adjust your extension strategy accordingly. Pre-test markets, test markets, and online platforms are some of the techniques that can be used to measure brand fit. The objectives of brand fit testing include assessing consumer acceptance and preference for the extension, measuring the impact of the extension on parent brand equity and image, identifying potential opportunities and threats for the extension, and evaluating the effectiveness and efficiency of your extension strategy.

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Harvinder Singh

???315 X Linkedin Top Voice ???|| 8% in Generative AI & 17% in Influencing others Voice ||10% in Business Transformation & 5% in Loyalty Programs || Helping Client's to Grow their Business ?? || DM For Promotion ?? ||
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Continuously assess brand fit through pre-test markets and online surveys to adapt strategies, as consumer perceptions evolve. e.g, a snack brand might test new flavors before a full launch. Measure consumer preference for the extension to ensure it aligns with brand expectations. Evaluate how the extension affects the parent brand's image. e.g, a luxury car brand introducing a budget model must monitor any shifts in brand perception. Use brand fit assessments to uncover potential market gaps. A tech company might explore consumer interest in smart home devices as an extension of its existing product line. Effectiveness of Strategy: Analyze the efficiency of the extension strategy by tracking sales and customer feedback post-launch.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Lisette Prins

Marketing Manager & Sustainability Marketing lead at bol (a B corp organisation)
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We know that brands that are more emotionally charged, are able to stretch further than brands that are most known for functional creds.

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Anastasiia Tebiakina

Creative / Design / Brand Director | UK Global Talent | FinTech, PropTech, Web3, Startups & Scale-ups, Consumer Goods, AI
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When assessing brand fit, it’s important to also think about the customer journey and how they will interact with both your primary and additional products. Challenges often arise not during the launch of new products but due to incorrect attribution and poor navigation within the product ecosystem. Customers may confuse products or misunderstand their value because of an unclear path. Even if the product launch, diversification, and branding are executed correctly and perform well in initial research, the customer journey needs to be carefully mapped to ensure clarity and effectiveness.

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How do you choose the optimal level of fit between the parent brand and the brand extension?

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1 What is brand fit?

2 Why does brand fit matter?

3 How to measure brand fit?

4 How to optimize brand fit?

5 How to test brand fit?

6 Here’s what else to consider

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