Brand Stretching: Marlboro som case

I have chosen the firm Marlboro because it is a really good company to talk about when it´s about Brand stretching. At the beginning Marlboro started as a world known cigarette company. Marlboro is so known that they are the number one cigarette company in the world, but something made them think about how they could make more money. At that point the company made themselves a brand stretching company. First they thought about how and what they could do or make, but at some point they got some ideas and they meant that was enough to make more money and get more and more known.

The company started to make clothes and it was actually a good idea. Now if you white Marlboro in the search bar in Google, the first thing that appears is Marlboro polo and such. An other example is that the product also is in the clothing store named Kaufman, which is a really expensive business man store. When I say business man store I mean that the store are selling clothes like nice suits, and expensive brands like Hugo Boss and Ralph Laurent. Both of them are brands that are hundred of Danish money worth. That is just showing us that Marlboro is also really known by their clothes though there are not so many people that know that they are selling cloths. The company first started to sell cloths at 1980 because they had to show that they did not only earn money on cigarettes but also things like clothes and such.