Dr



Appendix

Survey Results

Full results and product images available upon request from TippingSprung

Question 10. BEST BRAND EXTENSION

(for an innovative and impactful extension, in harmony with the core brand)

| | |votes |[pic] |

|1 |PetSmart PetsHotel |269 | |

|2 |Huggies Little Swimmers sunscreen |228 | |

|3 |Disney's Fairy Tale Wedding Gowns |183 | |

|4 |Idol Camp (American Idol summer camp) |105 | |

Question 9. WHAT WERE THEY THINKING?

(for the extension that least fits the brand’s core values)

| | |votes |[pic] |

|1 |Precious Moments urns and caskets (announced) |266 | |

|2 |Humane Society Dog Lovers Wine Club |223 | |

|3 |Girls Gone Wild apparel |117 | |

|4 |Ferrari Segway |91 | |

|5 |Royal Butler English Tea Set for One (from |46 | |

| |Paul Burrell) | | |

|6 |Evander Holyfield's Real Deal Grill |42 | |

Question 1. BEST NONPROFIT EXTENSION

| | |votes |[pic] |

|1 |ASPCA Collection (pet travel and safety |313 | |

| |products) | | |

|2 |Smithsonian Home Collection |297 | |

|3 |PBS Blend |119 | |

| |(with Green Mountain Coffee) | | |

|4 |Humane Wireless (cell-phone service branded by|56 | |

| |the Humane Society) | | |

Question 2. BEST FOOD EXTENSION

| | |votes |[pic] |

|1 |Curves cereal |269 | |

|2 |Entenmann's coffee (announced) |130 | |

|3 |Russell Stover cookie dough |115 | |

|4 |Jolly Rancher frozen beverages |98 | |

|5 |Guinness wholegrain bread |95 | |

|6 |Burger King potato chips (ketchup-and-fries |78 | |

| |flavor) | | |

Question 3. BEST RETAIL EXCLUSIVE

| | |votes |[pic] |

|1 |Food Network kitchenware (at Kohl's) |333 | |

|2 |Sharper Image Office (at OfficeMax) |178 | |

|3 |Better Homes and Gardens homeware (at |152 | |

| |Wal-Mart; announced) | | |

|4 |Playskool baby care (at CVS) |64 | |

|5 |Liz Claiborne electronics bags and cases (at |58 | |

| |Best Buy) | | |

Question 5. BEST BRAND EXTENSION IN THE HOME CATEGORY

| | |votes |[pic] |

|1 |La-Z-Boy Outdoor furniture |502 | |

|2 |Better Homes and Gardens Real Estate Network |226 | |

| |(announced) | | |

|3 |Jacuzzi mattresses (announced) |37 | |

|4 |Trump Home rug collection |20 | |

Question 6. BEST EXTENSION ON THE ROAD

| | |votes |[pic] |

|1 |PetSmart PetsHotel |428 | |

|2 |Frommer's luggage |209 | |

|3 |Michelin casual footwear (announced) |81 | |

|4 |Versace helicopter interiors |38 | |

|5 |Levi's cellphone |29 | |

Question 7. BEST EXTENSION FOR THE KIDS

| | |votes |[pic] |

|1 |Huggies Little Swimmers sunscreen |357 | |

|2 |Idol Camp (American Idol summer camp) |147 | |

|3 |Blue Man Creativity Center (Blue Man Group |144 | |

| |preschool) | | |

|4 |Crayola Color Coolerz (flavored water) |74 | |

|5 |Play-Doh toddler sneakers |33 | |

|6 |Disney Partyfizz (children's champagne) |30 | |

Question 8. TASTES FUNNY: MOST QUESTIONABLE FOOD EXTENSION

| | |votes |[pic] |

|1 |Hooters Energy Drink |255 | |

|2 |Bumble Bee Prime Fillet Chicken Breasts |172 | |

|3 |Trump Steaks |166 | |

|4 |Jane Goodall coffee (Gombe Reserve) |129 | |

|5 |Pringles Baked Wheat Stix |63 | |

Question 4. CELEBRITY WINES AND SPIRITS: thumbs up or thumbs down?

|1 |Danny DeVito's Premium Limoncello |[pic] |

|2 |Martha Stewart Vintage (announced) |[pic] |

|3 |Newman's Own wine (announced) |[pic] |

|4 |Royal Butler Wines (from Paul |[pic] |

| |Burrell, Princess Diana's butler) | |

|5 |Jeff Gordon Collection of Fine |[pic] |

| |Wines | |

|6 |Tommy Bahama rum |[pic] |

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