Inspired by The 22 Immutable Laws of Marketing, this article explores the law of line extension and why expanding your ...

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.

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 ...

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 ...

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 ...

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, ...

Looking at the activity surrounding today's most visible brands, it seems as though a brand mental health epidemic, brand schizophrenia, is emerging. Companies are extending their brands into new ...

The result is a riot of new products but very few fresh brands. Only two per cent of marketing directors think that new brands will be their main launch method in the next few years. Research ...