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 ...

suggesting how a firm that has established equity in a brand can leverage that equity through branding strategies such as brand and line extensions, co-branding, and licensing. Just in case you missed ...

How to scale a practical strategy for managing reviews and brand presence that can apply to 10s of sites or hundreds of ...

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’ ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...

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 ...

In his new role, Brandwain will lead Antony Morato’s global commercial strategies, leveraging his deep knowledge of international market development to expand the brand’s global presence.