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 ...

For example, Google began as a search engine and that continues to be its core focus, but it also has a variety of products such as Google Cloud and Google Play. Almost 70% of new products in the ...

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 ...

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 ...