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 ...

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 ...

HR leaders can build a strong employer brand by adopting a people-centric approach that prioritizes employee needs and ...

The success of brand extensions is crucial for businesses. This study examines the performance of successful and failing new brand extensions. Repeat purchase and penetration data of new brand ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...