Try to think of a product or service that does not have a brand. This is almost impossible to do, considering that even bananas have their own unique brand for which consumers identify. The most recognizable of brands capitalize on their popularity, extending their brands to other products and services. Consider, for example, the global brand Hard Rock Café. Hard Rock began as a London-based restaurant that specialized in American hamburgers. Over time, the physical space of the restaurant morphed into a fun and eclectic atmosphere of movie and music memorabilia. Customers flocked to this concept, causing the Hard Rock brand to become popular. Seeing a chance to increase their revenue, Hard Rock extended its brand to sell tee shirts, coffee mugs, and various products.
For this Discussion, you will explore brand extension in Thailand and identify businesses that have been successful with a brand extension. Conduct research on brand extension, as needed, to support your understanding.