• Brandweek, Tuesday, December 12, 2006 12:01 PM

The American Red Cross emergency radio--featuring a hand crank, cell phone charger and a siren--was the clear winner as the "Best Brand Extension" in an online survey of 860 branding professionals co-sponsored by Brandweek and TippingSprung, a New York branding firm. It nearest competitor was Pantone Eurolux house paints.

Other highlights were Snoop Dogg's foray into pet products, which won the "Best Extension For Pets"; Budweiser Barbecue Sauce, which was named "Best Extension of a Food Brand" and The Vera Wang Suite at the Halekulani Hotel in Honolulu, which was voted "Best Extension Into the Hotel."

As usual, 2006 also produced a bumper crop of nutty extensions. A Diesel Jeans wine, "Chicken Soup for the Soul" pet food and a Lamborghini notebook computer rounded out the top five "Most Inappropriate Brand Extensions." Starburst soap, a Cheetos-flavored lip balm and Salvadore Dali deodorant stick were also ill-advised.

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