A detailed look at brand extension, exploring what it means and looking at several different types and examples.

Brand extension involves leveraging a parent brand’s equity to introduce new products or services under the same name. Strategies range from line extensions—entering adjacent tiers within an existing ...

When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring ...

Are food and beverage brands relying too heavily on line extensions? From new flavours to functional ingredients, we explore ...

Arm & Hammer has a rich history dating back to 1846. Originally, the brand sold a baking soda product, but the deodorizing benefit associated with the brand allowed it to extend into a host of ...

Answer: Brand extensions let a marketer take a brand with well-known quality perceptions and associations and put it on a brand in a new category. Not only can marketers capitalize on brand awareness, ...

Man selecting a domain extention by pressing an hexagonal button. Composite image between a hand photography and a 3D background. Rubik’s Cubes, Beanie Babies, and glam rock might not have survived ...

Similarly, extension fit exerts a positive (though small) effect on brand extension success even if the extension has a low parent brand equity. "If the parent brand does not have high equity, brand ...

Marriott's brand extensions like the new St. Regis Estates and recent Ritz-Carlton Yacht Collection show how the company aims to grow in ultra-luxury without diluting its brand equity. Marriott ...

We read through Williams-Sonoma's latest earnings call and learned about some exciting growth initiatives the company is executing. Global Expansion in India, Celebrity Collaborations, ...