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 ...

When a company uses one of its established brand names on a new product or category, it is introducing a brand extension. For example, Google began as a search engine and that continues to be its core ...

Brand extension involves leveraging a parent brand’s equity to introduce new products or services under the same name. Strategies range from line extensions—entering adjacent tiers within an existing ...

Answer: A successful brand extension depends largely on the psychological fit between the parent brand concept and the new product. If consumers associate the brand extension with anything undesirable ...

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.

More brand owners than ever want to cash in on the value of their trademarks by extending them to products and services in new sectors. Emma Barraclough weighs up the risks and benefits. In these ...

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 ...