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brand extension
(redirected from Brand stretching)

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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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However, Orange is widely perceived as a global international brand stretching across the world.
Getting Connected for Free in Kerak, Ma'an and Tafilah - Orange ... by Albawaba.com
43) On the other hand, a substantial number of economists have discussed in great detail and with remarkable insights both brand stretching and the rationale for the extension of brand protection; however, their insights are primarily concerned with the economics of advertising and have not extended to particularly addressing intellectual property issues and the shift in the rationale for trademark protection.
The extended protection of "strong" trademarks by Bottero, Nicola; Mangani, Andrea; Ricolfi, Marco / Marquette Intellectual Property Law Review
As another way around the restrictions the industry has also introduced brand stretching - putting tobacco brand names on clothes or other merchandise.
No smoke without ire in battle to sell ciggies; KIDS' STUFF: TOBACCO ... by Wrottesley, Catriona / Daily Record (Glasgow, Scotland)
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