brand extensions by Brooks Brothers and Coca Cola

1. Brand Extensions
that May Work?
Dr. Augustine Fou
October 2013
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Augustine Fou

2. Brooks Brothers Steakhouse
The legendary apparel
emporium plans to launch
a huge
steakhouse, branded
“Makers and Merchants,”
at 11 E. 44th St., around
the corner from its
flagship store at 346
Madison Ave.
Source: NY Post October 2013
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Augustine Fou

3. Coke High End Apparel
Source: Business Insider October 2013
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Coca-Cola is rolling out a
"high-end" fashion line of
vintage bomber
jackets, vests, and biker
jackets that will run
between $450 and $1,650.
The 200-piece collection
was crafted by the
designer Dr. Romanelli
(aka DRx), who stitched
together the items from
Coca-Cola branded
clothing he found in thrift
stores and flea markets
around the world.
Augustine Fou

4. Dr. Augustine Fou – Digital Consigliere
“Sometimes brands are strong enough to
lend their credibility to other categories.
But when the categories are too far
afield, they tend to fail. Eager to see what
happens to these experiments.”
FORMER CHIEF DIGITAL OFFICER, HCG (OMNICOM)
MCKINSEY CONSULTANT
CLIENT SIDE / AGENCY SIDE EXPERIENCE
PROFESSOR AND COLUMNIST
ENTREPRENEUR / SMALL BUSINESS OWNER
PHD MATERIALS SCIENCE (MIT '95) AT AGE 23
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@acfou
Augustine Fou