Moleskine’s Brand Extension

While visiting my favourite bookstore, Exclusive Books, I saw that Moleskine, a company known for its high-end journals and notepads, had brought out a pen range. Personally, I think it’s a great extension as it’s so in keeping with its core product.

Brand extensions are a delicate art. They need to leverage off the base equity massed by the brand and also ensure a natural and complementary fit.

When done right, extensions can build upon the brand base and create additional revenue streams. When done wrong, however, they can erode the very essence of the business and blur the brand offerings.

Kudos to Moleskine for developing something so in keeping with the brand.



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