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brand extension

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brand extension

Extension of a brand to products and services not normally associated with the core brand. When sub-variants of an existing branded product are produced, this is called line extension. Applying a brand to an entirely different product is called brand extension. In the UK the most commonly cited example of a brand that has been extended successfully is the Virgin brand.
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It is a brand extension of VNU's "Contract" magazine, a monthly U.
Magazine for Chinese commercial design industry from VNU by Business Publisher
Liles brings 15 years of expertise in urban and rock music genres as well as marketing and brand extension to WMG's corporate operations.
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Aaker & Keller's (1990) article is a seminal study in the area of systematic brand extension research.
Consumer evaluations of brand extensions: evidence from India by Jaiswal, Anand K. / Journal of Academy of Business and Economics
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