Brand Extensions: How to Name New Products Under Your Brand

What Is a Brand Extension?

A brand extension is when you use an established brand name to launch a product in a new category. When Apple moved from computers to music players (iPod), phones (iPhone), and watches (Apple Watch) — those were brand extensions.

Done well, extensions leverage existing brand equity. Done poorly, they confuse customers and dilute the core brand.

Types of Brand Extensions

Line Extension

Same category, new variation. A coffee brand adding a new roast or a software company adding a new pricing tier. Low risk, low naming complexity.

Category Extension

New product category, same brand. A sportswear brand launching sunglasses. Moderate risk — success depends on how far the extension stretches from the core.

Geographic Extension

Same product, new market. An American brand expanding to Europe. Naming challenges here are linguistic and cultural, not structural.

Demographic Extension

Same product concept, new audience. A premium brand launching a budget line for students. High naming risk — the extension can pull the core brand down-market.

Naming Strategies for Extensions

Use the Parent Brand Name

Do this when:

• The extension is closely related to your core product
• Your brand's quality promise transfers naturally
• You want maximum equity leverage

Example: Google launching Google Maps, Google Photos, Google Drive. The brand name signals quality and the descriptor clarifies the product.

Create a New Name Endorsed by the Parent

Do this when:

• The extension targets a different audience
• The new product has a distinct personality
• You want the credibility of the parent without full association

Example: Courtyard by Marriott. Courtyard has its own identity but borrows Marriott's trust in hospitality.

Create a Completely Independent Name

Do this when:

• The extension is in a vastly different category
• Association with the parent brand would create confusion
• The new product needs room to build its own equity

Example: Lexus (Toyota's luxury brand). Toyota realized the mass-market association would undermine luxury positioning.

The Extension Evaluation Framework

Before naming, answer these questions:

1. Does the parent brand have permission to play in this space?

A fitness brand extending into healthy snacks makes sense. A fitness brand extending into insurance doesn't. "Permission" comes from your brand's core associations.

2. Will the extension strengthen or dilute the parent brand?

Every extension either adds to or subtracts from your brand equity. Be honest about which direction this goes.

3. Is the new audience compatible with the existing audience?

If your current customers would be confused or turned off by the extension, you need a separate brand.

4. What's the reputational risk?

If the extension product fails, how much damage does it do to the parent brand? Higher risk demands more name separation.

Naming Best Practices for Extensions

Keep naming conventions consistent. If your first extension was "BrandName + Descriptor," keep that pattern. Switching between naming styles makes the portfolio feel chaotic.

Make the relationship clear but not confusing. Customers should understand how the extension relates to the parent without needing an explanation.

Check availability specifically for extension names. Even if your parent brand is trademarked, the extension name combination might conflict with existing trademarks in the new category.

Plan for failure. If the extension doesn't work, can you retire the name without damaging the parent brand? Independent names are easier to kill than parent-branded extensions.

When Extensions Fail

Famous failures to learn from:

• Colgate Kitchen Entrées — A toothpaste brand selling frozen dinners. The mint association killed appetites.
• Harley-Davidson Perfume — The rugged motorcycle brand selling fragrance. Complete permission mismatch.
• Bic Underwear — A pen company selling disposable underwear. Technically both disposable products. Nobody cared.

The lesson: Brand extensions must feel natural, not just logical.

Before You Extend, Secure Your Name

Whether you're leveraging your parent brand name or creating something new, check availability first. Domain names, social handles, and trademarks all need verification — even for extensions of existing brands.

Use BrandScout to validate your extension name across all platforms before launch.