Within the last year, Cold-FX has launched a new daily drug entitled Daily Defence which promises to help reduce colds flu by boosting your immune system. Prior to the brand extension, I was a firm believer of the strength and effectiveness of the Cold-FX brand in helping to combat colds. As a result, I purchased these daily defence tablets because I automatically assumed that the product would be of similar quality and effectiveness. It turns out, it is no more effective than Echinacea and through my experience, I have gotten plenty of colds and sickness while taking these pills.
I think this is a bad brand extension because now I view the existing Cold-FX brand in a more negative light and have lost trust and credibility in my mind. Although this was likely to be a great short term gain for the brand, it is very likely that it will undermines the long-term brand equity that has been created surrounding the reliability, consistency, credibility and trust centered around the brand. Rather, this creates a new sense of doubt in consumers minds like myself. The brand is no longer fulfilling its promise of definitely working each and every time you take it.
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