WWE Brand Extension: Failure to Live Up to Expectations

In 2002, RAW and SmackDown were given individual rosters. This brand extension happened for two reasons (both linked to WCW).

Firstly, following the purchase of WCW, many wrestlers became free agents. The WWE hired many of these wrestlers, and the roster almost doubled in number. In an effort the give these superstars more TV time, the brand's rosters became exclusive.

Secondly, the brands were separated in an attempt to create competition within the company. With WCW no longer a rival, the quality of the WWE product quickly lowered, and the company thought that rivalry within the WWE would fix the problem.

It has even been acknowledged by Stephanie McMahon that the brand extension never achieved what they thought, or hoped, it would.

Had they done it in a different way, possibly taken more of a risk with how competitive the brands would be, it may have worked.

Today, in 2011, the brand extension is a shell of what it was in 2002. Why is this? What decisions have led to the brands losing their individual identities?

The End of Brand Exclusive Pay-Per-Views:

In 2003, the WWE announced that RAW and SmackDown would be able to hold their own pay-per-views. This was a fantastic decision. It allowed brands to have feuds from the main event to the lower card. It encouraged better storytelling on both RAW and Smackdown.

However, in early 2007, the WWE decided to end brand exclusive pay-per-views. Because of this, every pay-per-view will be filled with top cards feuds, and two mid-card feuds.

It resonates on weekly television too, as the majority of mid carders (or anyone in a lower position) aren't in any feuds or storylines. Instead, we usually get to enjoy 15 minutes of recap videos on SmackDown.

Not to mention, having exclusive pay-per-views created some sort of competition over having the better show. Even if you didn't sense the competition, it gave both brands individual identities. These days it's hard to see any real difference between the brands.


Superstars Consistently Appearing on the Other Brand:

For years following the brand extension, we would never see superstars appearing on the other show. It appeared that the WWE were taking the brand separation seriously. It also allowed superstars to create followings on their show. For example, The Undertaker has been a staple of SmackDown since 2002.

Unfortunately, over the last few years the WWE have made a habit of blurring the line between RAW and SmackDown. For example, over the last few months Alberto Del Rio has made many crossover appearances on RAW. The constant stream of superstars appearing on both shows has cheapened the draft extension.

Not to mention the ability for general managers to "trade" superstars. The idea that whenever the WWE wants to move a superstar, they can do it through trades, or a storyline firing (the latest being Dolph Ziggler).

The recent faults in the brand extension make an event such as the upcoming WWE draft seem less special. Don't get me wrong, I love the draft edition of RAW. Its a lot of fun, and it's refreshing to see the rosters shaken up. The rosters just don't seem as binding as they used to.

The WWE trying to Convince Us that a Rivalry Exists Between RAW and SmackDown:

I can accept that no rivalry exists between RAW and SmackDown. What I don't like is the WWE trying to make it seem like a rivalry is there. How do they do this? WWE Bragging Rights.

Every year, in the month leading to Bragging Rights Creative will start a storyline in an attempt to show us that the superstars care about beating the other brand. History shows that it doesn't make for a good pay-per-view.

I think the WWE should either commit to a legitimate brand rivalry, or just not try. Bragging Rights comes off as a half-hearted, pitiful attempt at something that doesn't exist.

I thought the brand extension worked well for a number of years, despite not achieving what the WWE had hoped. I am by no means suggesting the WWE revert back to one roster, as that would be a step in the wrong direction.

Perhaps there are new methods the WWE can use to make the brand extension more relevant.  There is still time for them to finally create competition within the company that would lift the WWE product to the level it was a decade ago.

Be sure to check out: WWE How To: Guide to Faction Destruction and Dolph Ziggler: Losing the Fight Against Pro Wrestling Mediocrity