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 ...

It seems that everywhere we look these days we see brand extensions. Jim Beam's name is now on barbecue sauce, Dannon is selling Dannon water. The Sony name is on everything from Playstations to ...

"Trump’s ever-wider efforts at control seem like brand extension on steroids," Trump biographer Gwenda Blair told the Times. She observed that Trump has been obsessed with defining himself as ...

Brand management firm Authentic Brands Group and Saks Global have developed a new joint venture called Authentic Luxury Group (ALG) that is… Join the Retail Trendcaster Webinar Series to uncover key ...

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 ...

Parham Santana, a brand extension consultancy, took a poll of 11,000 Adweek readers who were asked to pick their top three from a list of 10 best and worst identified by Parham Santana.

Extending a brand requires an understanding of its core perception and how this, and demand drivers, chime with those of the new segment. Twenty or so years ago, where your brand sat on the spectrum ...