Line extension and brand extension address the marketing of commercial goods. The brand refers to the recognized product or company name such as Kraft, Pepsi or Apple. The way in which the company ...

When it comes to getting consumers to consider buying a product that constitutes an extension of the core brand, the (perceived) quality of that brand matters a lot more than the fit between the ...

Forbes contributors publish independent expert analyses and insights. I do mergers & acquisitions in retail/consumer and write about trends. None of the ingredients were new but the product was very ...

During a pandemic might not seem to be a good time to create a brand extension. However, creating a brand extension in uncertain times is a smart move. Some say that brand extensions weaken brands.

To extend or not to extend? With apologies to the Bard, allow me to suggest that is the question -- for marketers. The lure of sales growth combined with lower advertising and promotion costs makes ...

It seems that everywhere we look these days we see brand extensions. Jim Beam's name is now on barbecue sauce, Dannon is selling Dannon water. The Sony name is on everything from Playstations to ...

Managing brand images and building brand portfolios are difficult challenges even for the most seasoned executives. This is particularly true in hard economic times when consumers are prone to forego ...