• Brandweek, Friday, December 9, 2005 12:15 PM

Brand extensions are a risky business. For all of the success stories, like the Febreze Scentstories air-freshener system and Mr. Clean windshield wash and wiper blades, there are just as many duds. Does anyone recall Budweiser’s Be energy beer or the Everlast fragrance and grooming line? A new survey from brand consultancy TippingSprung, New York, in conjunction with Brandweek magazine, examines the pitfalls of brand extensions and lists those marketers whom respondents considered winners and losers in this highly competitive game.  The survey also queried respondents about the concept of co-branding. It found that Motorola’s ROKR phone with iTunes was ranked the best partnership, per 47.5 percent of respondents. Black & Decker, with Downy wrinkle-release chamber (18.8 percent), and Karl Lagerfield at H&M (13.6 percent) followed.

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