When marketing a brand extension, why doesn’t “me too” positioning work as an ef

Question

When marketing a brand extension, why doesn’t “me too” positioning work as an effective positioning strategy?

Competitors may have a lower cost structure.

Imitation is the sincerest form of flattery.

Competitors are just too difficult to copy.

It does not give consumers a reason to change.

Customers do not want consistency.

Competitors may have a lower cost structure.

Imitation is the sincerest form of flattery.

Competitors are just too difficult to copy.

It does not give consumers a reason to change.

Customers do not want consistency.

Explanation / Answer

"It does not give consumers a reason to change" seems the correct one. Unless a consumer sees value in extension, he is not going to buy. Lets take an example of Dettol antiseptic. Dettol is a well recognized and respected antiseptic brand. However, there will be categories where the brand extension is possible and there will be categories where it will not. A dettol bathing soap, a dettol anti dandruff shampoo, a dettol first aid kit are likely to convey the same value which the original antiseptic does and it gives a reason for a customer to do a product trial if he wants the same value in other product categories. On the other hand, If the customer believes that the same values can not be transferred to a new product, there is a little reason for him to buy. For example, an unrelaed extension like a dettol mobile will give least reason for a customer to buy.

Many times, extension promotes the same benefits but still customer may not value those benefits. An example can be a Dettol tooth paste.

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