Brand extension is “the application of a brand beyond its initial range of products, or outside of its category. This becomes possible when the brand image and attributes have contributed to a perception with the consumer where the brand and not the product is the decision driver”

Fast Magazine published in an article their choice of best and worst brand extensions of last year:

Top best extensions:

• Coppertone sunglasses
• Mr. Clean Performance Car Washes
• Juicy Crittoure (a pampered pet line of doggie duds)
• Zagat physician ratings

Worst extensions:

• Burger King men’s apparel
• Kellogg’s hip-hop streetwear
• Kanye West trip-booking web site
• La-Z-Boy spas

Full article here.