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, ...

During a pandemic might not seem to be a good time to create a brand extension. However, creating a brand extension in uncertain times is a smart move. Some say that brand extensions weaken brands.

Answer: There are a number of instances in which a brand extension has hurt the image of the brand concept. This is particularly true if the brand extension involves some kind of disaster of negative ...

To extend or not to extend? With apologies to the Bard, allow me to suggest that is the question -- for marketers. The lure of sales growth combined with lower advertising and promotion costs makes ...

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 ...

Brand extensions can be challenging to pull off, particularly for a relatively new company. But one New York startup found blockbuster early success when it branched out from inner-wears to ...

THQ has said that keeping users engaged with its brands via Facebook is more important than creating profitable games for the social networking service. The company hopes its Facebook titles – three ...