American Red Cross emergency radios were named best overall brand extension with 56.7% of the vote. Pantone Eurolux housepaints came in a distant second with just under 18%. Snoop Dogg pet accessories were named best brand extension in the pet category, winning 22.7% of the vote, nosing out second-place Pedigree ice cream treats for dogs, a co-branding extension with Good Humor (22%). Nathan's Famous Hot Dog Treats for dogs came in third with 21% of the vote. Budweiser barbecue sauce was voted best extension of a food brand with 30.6% of the vote. Trader Vic’s menus on United Airlines came in second with 25.3%. The Vera Wang Suite at the Halekulani Hotel won best extension into the hotel category (34.1%), with the Palazzo Versace hotel a close second at 27.9%. Hubba Bubba chewing gum was voted “most welcome return of a dormant brand” (44.2%), with the announced revival of the Bonwit Teller name coming in a distant second at 21.5%.

Worst brand extension, for the extension that seemed least to fit with the brand’s core values, was won by Cheetos lip balm (41.4% of respondents). The Salvador Dalí deodorant stick, part of a line of cosmetics and body-care products sold under the surrealist’s name, came in second with 28.3% of the votes. Respondents also felt there was something inappropriate in Diesel Jeans wine and Chicken Soup for the Soul pet food.