Brand extension
Is a marketing strategy where a company uses its well-established brand name and reputation to launch a new product or service in a different product category or market segment. The aim is to leverage the strong equity of an established brand to boost the chances of success for a new product or service. It is also vital that the new offering aligns with the brand’s core values to prevent diluting its image or risking brand erosion. For instance, Ritz-Carlton extended its brand from the hotel industry to the cruise segment with The Ritz-Carlton Yacht Collection.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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