When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring ...

During a pandemic might not seem to be a good time to create a brand extension. However, creating a brand extension in uncertain times is a smart move. Some say that brand extensions weaken brands.

Legacy networks are relying more and more on brand extensions of shows whose brand names are already familiar to their audiences. The brand-extension trend has been around for years. But this fall, ...

Arm & Hammer has a rich history dating back to 1846. Originally, the brand sold a baking soda product, but the deodorizing benefit associated with the brand allowed it to extend into a host of ...

It’s hard work building a big, recognizable brand. Naturally, once they’ve built one, most companies find it irresistible to try and extend that brand love to other products. Sometimes this is a good ...

Answer: There are a number of instances in which a brand extension has hurt the image of the brand concept. This is particularly true if the brand extension involves some kind of disaster of negative ...

This research investigated how a consumer's cognitive structure for a brand in a given product category affects the possible transfer of associations to other product categories. One key factor in ...

A brand's identity is comprised of more than just its name or logo, and includes all the associations that consumers attach to the brand. Studies demonstrate that consumer knowledge of a brand's ...

The UK’s family owned high street toy retailer, The Entertainer has partnered with Riverside Brands to lead its brand extension strategy for Early Learning Centre. Under the new partnership, both the ...

With United's Ted making its debut in Denver in February; Qantas set to bring Jetstar to market in May; and Singapore Airlines looking to unleash Tiger Airways in mid-year; the enthusiasm of mainline ...