Brand extension

Get the best from your brand

At the time when Nestlé has extended the core brand Nescafé by introducing Nespresso in 1986, from the beginning onwards customers should connect the exquisite quality and the premium image of Nescafé with the new brands introduced.

But at first, customers for the product were barely found – the brand extension seemed to be failed. External brand-specialists – BEST BRAND was not yet existent in these days – have managed an entire realignment of the brand and the success has risen successively.

Nowadays, about 30 years later, around the brand Nespresso an extensive value chain is covered with tremendous commercial success.