It raises the question: How do brands figure out which line extensions will work and which won't? Advertising lawyer Barry Benjamin of Kilpatrick Townsend says, "It can be very difficult to ...

A brand extension uses the brand on a new market offering that's in a different product category. To illustrate: Ivory was initially introduced to the market as a brand of soap known for the benefits ...

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, ...

A brand extension occurs when a company uses its established brand to introduce a new product category, leveraging its reputation and customer base to a new market, with great potential to go right.

If more than one brand extension or sub-brand lockup is represented, please use the university master brand lockup and recognize the units in plain type. If the sub-brand lockups derive from the same ...

A small-business owner can take advantage of her brand's strength by pursuing a product line extension strategy, which means introducing new products that are related to but slightly different ...

Departments, programs, centers and other entities as outlined below are directly connected to one or more brand extensions and should never stand alone. Please consider: If the sub-brand is connected ...