A brand extension uses the brand on a new market offering that's in a different product category. To illustrate: Ivory was initially introduced to the market as a brand of soap known for the benefits ...

But although there are obvious benefits of pursuing a brand extension strategy like utilizing brand equity, business growth and cementing core brand attributes, there are also significant downsides of ...

HR leaders can build a strong employer brand by adopting a people-centric approach that prioritizes employee needs and ...

The success of brand extensions is crucial for businesses. This study examines the performance of successful and failing new brand extensions. Repeat purchase and penetration data of new brand ...

If extending, leverage your distinctive assets; know what assets create your brand’s distinctiveness and consider adapting these to connect with new audiences, never losing sight of the ‘core brand’ ...

An extension strategy is usually introduced between the maturity and saturation stages of the product life cycle, before a real decline takes place. The aim is to continue to maintain a steady ...