Lab42 Case Study: Using a Brand Stretch Study to Identify Areas for Expansion
Tech companies are constantly branching out into an increasing number of non-core categories: Google into phones, driverless cars, fiber internet service, and smart watches; Amazon into music, grocery shopping, and original content. Apple is also branching out, but perhaps not with the same speed and breadth as some of its competitors: the latest innovations outside of Apple’s core products (computers, phones, tablets, software) were the HomePod, a personal assistant device, as well as upcoming release of original content.
Seeing as though there is a potential area for growth, we decided to conduct a short Brand Stretch study to understand what other categories consumers think Apple would be a good fit for, and whether an Apple product in those categories would be a viable option.
