In short, being a brand known for a particular benefit enables growth opportunities beyond the product's original focus. A brand extension uses the brand ... it might not be around today. ("Marketing ...

It seems that everywhere we look these days we see brand extensions. Jim Beam's name is now on barbecue ... MarketingProfs is the largest marketing community in the world, and we are here to help you ...

At the launch of new brands and/or extensions, marketing communications are employed to encourage trial and purchase. Examples include a £1.5m 'Go On Lad' TV ad for promoting Hovis' new range of bread ...