What do Nike, Dove, and Amazon have in common?

They’ve all successfully extended their brands beyond their original offerings. We’ll talk about exactly how they did that soon, and why a brand extension can either unlock exponential growth or erode the very thing that made you successful in the first place.

In this article, we’ll explore what a brand extension is, break down the key types of brand extension strategy, share both successful and failed brand extension examples, and leave you with a proven playbook for deciding whether your next move fits your brand or misses the mark.

What Is a Brand Extension?

At its core, a brand extension is when a company uses the equity, recognition, and emotional resonance of its existing brand to launch a new product or service in a related or adjacent category.

Think of it this way: your brand makes a promise. An extension is a new way to keep that promise.

When it works, it deepens your relationship with customers and expands your relevance. When it fails, it sends a confusing signal that undermines your credibility.

“Customers ultimately decide what your brand means to them. Extending that meaning must be intentional—or it becomes accidental brand erosion.”

Jed Morley

3 Core Brand Extension Types (And What to Watch For)

Understanding brand extension types helps you spot whether a new move is evolutionary or risky. The three most common strategies are:

1. Product Line Extensions

This is the simplest and safest form of extension. It includes adding new SKUs or formats within your current product category.

Example: Colgate expanding from toothpaste into toothbrushes and mouthwash. The brand already owned oral care. Adding complementary tools made sense for the customer and the business.

Key Watchout: Even small changes can fail if they confuse your brand position. Make sure your visual identity and tone are unified across all extensions.

2. Category Extensions

Here, the brand moves into a new category—but one that still makes sense based on its purpose or audience.

Example: Apple started with computers, then extended into phones, tablets, headphones, and now wearables. Every product is grounded in Apple’s brand positioning: sleek, user-friendly, design-forward technology.

Key Watchout: You need a strong foundation. Without a clear brand purpose and brand personality, category jumps can feel like cash grabs.

3. Lifestyle or Emotional Extensions

This strategy leverages the aspirational or emotional side of a brand to offer products that serve the customer’s identity, and not just their needs.

Example: Harley-Davidson extending into apparel. Bikers wanted to live the Harley lifestyle beyond the ride. Leather jackets and branded gear became badges of identity.

Key Watchout: Lifestyle extensions fail when they feel inauthentic or opportunistic (e.g., Harley-Davidson Perfume).

Brand Extension Examples That Succeeded

Nike: From Performance Shoes to Digital Coach

Nike’s move into fitness apps (like Nike Training Club) and wearables (Nike+ partnerships with Apple) wasn’t random. It was a brand extension rooted in purpose: “to bring inspiration and innovation to every athlete in the world.”

This brand extension succeeded because it was emotionally resonant, technologically relevant, and strategically aligned. Nike didn’t sell tech, they sold confidence.

Dove: From Bar Soap to Body Positivity

Dove began with a simple moisturizing soap. But as the brand grew, it tapped into a deeper human truth: the beauty industry often made people feel less-than.

Their “Real Beauty” campaign became more than advertising—it became a mission. That mission allowed them to expand into deodorant, body wash, hair care, and more.

Each new product reinforced their promise: to celebrate authentic beauty and build self-esteem.

The extension worked because it was purpose-driven and deeply empathetic. Dove knew what their audience cared about and extended their brand to meet them there.

Amazon: From Bookstore to Backbone of the Internet

Few brand extension examples are as transformational as Amazon Web Services (AWS).

On the surface, a cloud computing platform from an online retailer seems like a stretch. But it worked because Amazon’s true brand position was never about books—it was about speed, efficiency, and customer obsession.

AWS simply extended that promise to business customers who needed infrastructure that was as fast, scalable, and reliable as Amazon’s core operations.

Brand extension strategy at its finest.

Examples of Brand Extensions That Flopped

Colgate Kitchen Entrees

It’s infamous for a reason. Colgate attempted to enter the frozen dinner market—yes, that Colgate.

The problem wasn’t the food. It was the emotional contradiction. People associate Colgate with toothpaste and freshness. The idea of eating lasagna made by a toothpaste company was off-putting at best.

Takeaway: Don’t extend your brand into a category where your core associations work against you.

Harley-Davidson Perfume

Harley had success with lifestyle extensions like branded jackets and helmets. But when they tried to sell perfume, the move bombed.

It’s not hard to see why. The brand's gritty, rebellious, grease-and-chrome image clashed with the delicate world of fragrance.

Takeaway: A brand extension should build on what your customers already value, without breaking their trust or expectations.

Final Thoughts: Don’t Just Extend—Expand Meaningfully

The best brand extension examples don’t just add products. They add depth. They build on what the brand already means to people, and give it new life.

Before your team greenlights the next big idea, ask:

• Does it reinforce our brand promise?
  
• Does it resonate emotionally?
  
• Does it help us scale in a way that aligns with out purpose?

If you’re not sure, take the Backstory Brand Wheel™ Assessment to find the gaps in your brand strategy.