Subject: This paper is about Brand Extension and if the process differs when a company extends its brand from a service to a product in comparison to an extension from a product to a product. As an example we have analyzed the mobile phone business and the mobile phone operators who launch their private branded mobile phones

Purpose: The purpose of this paper is to analyze how companies use brand extension from service to product as a part of their brand extension strategy.

Method: A literature study was done in the brand extension area, but also in the area of brands to have a deeper understanding for the subject. A qualitative study with interviews was combined with a quantitative survey study. On the basis of the theories we could analyze the collected data and fulfill the papers purpose.

Results: Important features and differences in services and products were identified and the importance of a strong brand identity before an extension. The consumers showed positive attitudes and reactions towards the companies brand extension strategies through the survey.