Brand extension as strategy in the high-end segment

Known as one of the world’s most respected and respected car manufacturers, Bentley is often featured in the automotive news industry and linked to the luxury market through its four-wheel world news. However, the brand is also a benchmark in quality and innovation in other niche markets.

On March 21, the Therapy of Luxury published a story that highlighted the new perfumes of the English brand that had just hit the market. And the latest addition to Bentley is the exclusive collection of jewelry produced in partnership with German jeweler Heinz Mayer.

If innovation is a word that characterizes the launch, another idea that is directly linked to the new collection is tradition, since Heins Mayer has been operating in the market since 1599. Design was also a widely valued subject in the partnership and jewelry alludes clear to the iconic logo of the English brand.

Uma peça da nova coleção da Bentley em parceria com a joalheria Heins Mayer

In the corporate world and especially in the marketing field, the strategy adopted by Bentley is called brand extension. Objectively, brand extensions define themselves as new applications or new products of a known brand and in a segment of the market in which it does not act.

In the most diverse market niches and especially in the high-end segment, brand extensions have been consolidating as an important differential for the brands. In the fashion segment, to cite another striking example, it is practically impossible to think of the big fashion houses without remembering the wide range of products signed by the brands.

It goes without saying that brand extensions can not only target financial returns, it is necessary for the products created to dialogue assertively with customers and, above all, to strengthen the brand image and reputation. If used properly, the brand extension strategy effectively contributes to the success of brands.