brand extension

Dictionary of Business Terms for: brand extension
brand extension

addition of a new product to an already established line of products under the same brand name. Brand extension allows the new product the benefit of the older product’s established reputation.

Dictionary of Marketing Terms for: brand extension
brand extension

addition of a new product to an already established line of products under the same brand name. Brand extension allows the new product the benefit of the older product’s established reputation. For example, at its introduction to the marketplace, Ivory Shampoo already enjoyed the reputation of Ivory Soap, “the clean, pure soap.” In addition, if consumers considered the brand name Ivory to mean a trusted product, they would already consider the new shampoo in a favorable light.

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