Brand Extension

Brand Extension

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Description

Please note that the content of this book primarily consists of articles available from Wikipedia or other free sources online. Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category.show more

Product details

  • Paperback | 104 pages
  • 152 x 229 x 6mm | 163g
  • Flu Press
  • United States
  • English
  • 6135951882
  • 9786135951882