To Andrejevic, such brand extensions are little more than transparent attempts to maintain a semblance of fame.
But Bell is full of ideas for brand extensions of the sort that never worked too well for Playboy.
About one-third come from brand extensions and accelerated growth of core Cadbury brands.
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The company is also mulling brand extensions like books and a magazine.
Most of the obvious brand extensions, such as perfume, have been done to death, points out Cedric Magnelia of Credit Suisse First Boston.
"No one is better at brand extensions than Puffy Combs, the rap star, " says Robert La Franco, author of the Combs profile on page 180.
The companies that succeed at brand extensions do so by keeping the essence of their brand in mind at all times when making the move.
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Close behind was Amazon.com (nasdaq: AMZN - news - people ), which 59% of respondents perceived to have many different chances for brand extensions.
Creative Brand Extensions: Particularly impressive are well thought out efforts by companies that have developed authentic ways to offer help that link back to their brand essence.
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But personalities like Ellen DeGeneres, no. 6, and Donald Trump, no. 8, have done similarly masterful jobs of growing their reach (and earnings) through a seemingly endless supply of brand extensions.
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Ann Taylor factory stores offer past season best sellers from the Ann Taylor stores at discounted prices and are extensions of the brand in the outlet environment.
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