For this project, we were asked to extend a brand to contain other products it has not explored before. I chose to extend the Amazon Kindle brand into having Amazon branded accessories for the Kindle. After some extensive research, I discovered Amazon only sold accessories for their product by other manufacturers. I felt that since the company has such a strong brand loyalty, having its own branded accessories seemed appropriate.

Since Amazon is also a major book publishing company, I developed a product in which customers are able to order a paper copy of a book and receive a free download for their Kindle. I felt this would extend their brand loyalty even further and promote the purchase of paper books, as well as electronic books.

The project focused on Amazon's "Frustration-Free Packaging" and being eco-friendly only using recycled papers. Read Less