brand extension


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brand extension

n
(Marketing) marketing the practice of using a well-known brand name to promote new products or services in unrelated fields. Also called: brand stretching
Translations
extension de marque
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References in periodicals archive ?
Today Brand Extension has become an integral part of the marketplace.
NEW YORK, May 7, 2014 /PRNewswire/ -- Beanstalk, a global brand extension agency, today announced the official launch of Blueprint - Powered by Beanstalk, a new consulting division dedicated to advising companies on how to evolve their brands through innovative and commercially viable brand development and extension strategies.
It is possible to observe that the major use of brand extension occurs mainly because of the strong points that the parent brand can offer its extension, which can make products and services more attractive to consumers (AAKER, KELLER, 1990; KELLER, 2003) and raise the awareness of the benefits to the supply and distribution chains involved, with possible cost savings and higher chances of success, in addition to the possibility of maintaining the brand equity (MORRIN, 1999).
Development of a Brand Extension Decision-Making Model for Professional Sport Teams
Brand Extension in banking services in not new as the banking industry in India has witnessed the brand extensions from Housing Finance Companies (HDFC to HDFC Bank), Development Finance Institute (ICICI to ICICI Bank, IDBI to IDBI Bank) and Brokerage firms (Kotak Mahindra to Kotak Mahindra Bank).
But more recently, the focus has been on developing variants of the core product--or as the experts put it, line extension rather than brand extension.
Previous winners of the survey include the American Red Cross emergency radios (2006 which won the best overall brand extension that year), and National Geographic on Google Earth (2005).
The November issue includes articles on employee background checks, new marketing options, guidelines for building financial security, philanthropy, online business exchanges, and brand extension.
The realignment of Thomas Lowndes follows Allied Domecq's appointment of brand extension specialists, The Licensing Company (TLC) to develop an global brand extension strategy for Allied Domecq's leading trademarked alcohol brands.
THE Michelin Group is launching a major brand extension initiative.
The brand extension amendment requires brewers to assign distribution of brand extensions to the same wholesalers who distribute the underlying beer brand.
A failed brand extension has the potential to drag down the primary brand with it.