Trend Hunter coined the term Brandaptation in 2007 and since then, we have seen an ever-increasing number of examples of brands stepping into products and services outside of their comfort zones.

OCTOBER 2007
Trend Hunter coined the term Brandaptation in a PRO Trend back in 2007. Luxury car brands like Porsche, Lamborghini and Mustang started applying their established brand to other product categories. Bigger brands were branching out by “offering a wider range of products, often unrelated to their original offering.” They expanded from cars to products like coffee makers, luggage and phones.

OCTOBER 2009
Brandaptation has grown to become a big part of luxury branding, while more mainstream brands join in on the trend. Examples are seen in a variety of industries, from clothing to beer.