The event has proven to be ideal for Budweiser and other brands to launch new offerings, writes Patricia Manos with Curion.

But although there are obvious benefits of pursuing a brand extension strategy like utilizing brand equity, business growth and cementing core brand attributes, there are also significant downsides of ...

A brand extension uses the brand on a new market offering that's in a different product category. To illustrate: Ivory was initially introduced to the market as a brand of soap known for the benefits ...

Laura Petrucci, CEO and Founder of The Winthrop Group which has done strategy consulting for ... of a consumer will determine what brand extensions they will purchase. Christine Pota, Group ...

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured. The ...