brand extension


Also found in: Financial, Wikipedia.

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
Mentioned in ?
References in periodicals archive ?
Moreover, given the potential of brand extension as an effective and frequently used branding strategy, marketing researchers have been paying increasing attention to the extension strategy.
The group's brand extension will also include urban resorts as well as private branded residences, apart from its existing beach resort properties.
According to Aaker (1996), the teams would be considered to be a brand extension of the corporate parent brand, as the company (e.
Today Brand Extension has become an integral part of the marketplace.
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).
8 Source: IRI New Product Profiler[TM], New Products that completed their first year in calendar year 2012 Whether new brand or brand extension, distribution outside traditional grocery drug and mass channels gives a significant boost to year-one sales.
25 April 2013 - UK brand extension, consultancy and outsourcing firm Quindell Portfolio Plc (LON:QPP) said it will acquire full claims management services provider Crusader Assistance Group Holdings Ltd in a deal that values the latter at GBP9m (USD13.
When a brand extension is launched, marketers have the opportunity to change the meaning and associations with the parent brand, which can generate buzz among a totally new audience, and inject new life into the core brand.
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).
Brand extension is just like expanding your family.
Brand extension has become a popular alternate approach to introducing new products in today's highly competitive environment.
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.