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brand stretching

   Also found in: Financial, Wikipedia 0.02 sec.
brand stretching
n
(Business / Marketing) Marketing another name for brand extension


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However, Orange is widely perceived as a global international brand stretching across the world.
43) On the other hand, a substantial number of economists have discussed in great detail and with remarkable insights both brand stretching and the rationale for the extension of brand protection; however, their insights are primarily concerned with the economics of advertising and have not extended to particularly addressing intellectual property issues and the shift in the rationale for trademark protection.
As another way around the restrictions the industry has also introduced brand stretching - putting tobacco brand names on clothes or other merchandise.
 
 
 
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