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 ?
Aaker and Keller (1990) proposed a brand extension model in which several factors were posited to influence the success of an extension.
But is this particular brand extension right for the prancing horse?
"We see these sachets as a true functional brand extension which will really make life easier for home cooks lacking the skills, confidence or time to cook."
Capitalising on the strength of the Leading brand, the company introduced its first brand extension -- The Leading Small Hotels of the World -- in 1999.
The research is conducted within a brand extension context because many consumer product firms leverage brand equity by extending brands into new product categories (Keller, 2008).
FremantleMedia Enterprises (FME), the brand extension arm of FremantleMedia, and talkbackTHAMES, producer of long-running crime drama series The Bill, today (17 December) announced that the shows brand new website, http://www.thebill.com, went live on 10 December 2009 after the end of that night's episode.
Web TV is a natural development, using a visual medium for a visual profession where video really can add to the understanding of complex techniques." Ian Carter, MD of Ten Alps Publishing London, said: "Ten Alps is delighted to partner the AOP in this new venture as a web TV channel is an ideal brand extension for a membership organisation."
(2001): "The Impact of Parent Brand Attribute Associations and Affect on Brand Extension Evaluation", Journal of Business Research, 53, pp.
ScottsMiracle-Gro will act as marketing agent for these brand extension product lines and the companies will equally share future profits, which are expected to be approximately $15 million in fiscal 2019.
In previous research on brand extension, scholars have examined the extendibility of different brands when an extension is developed for which the brand concept is consistent with the parent brand (Martin & Stewart, 2001; Park et al., 1991).
Brand extension has been one of the most commonly used strategies to launch new products for decades (Aaker, 1996).