When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring ...

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.

Answer: Brand extensions let a marketer take a brand with well-known quality perceptions and associations and put it on a brand in a new category. Not only can marketers capitalize on brand awareness, ...

Legacy networks are relying more and more on brand extensions of shows whose brand names are already familiar to their audiences. The brand-extension trend has been around for years. But this fall, ...

Answer: There are a number of instances in which a brand extension has hurt the image of the brand concept. This is particularly true if the brand extension involves some kind of disaster of negative ...

This research investigates how consumer evaluations of brand extensions that either complement or substitute the original parent brand vary depending on the level of manufacturing transferability (i.e ...

This research investigated how a consumer's cognitive structure for a brand in a given product category affects the possible transfer of associations to other product categories. One key factor in ...

Too broke to eat anything but ramen? Let the world know with pride: Nissin now sells a line of Cup Noodles and Top Ramen merchandise including T-shirts, baby onesies, hats and even dog costumes. As ...

A brand's identity is comprised of more than just its name or logo, and includes all the associations that consumers attach to the brand. Studies demonstrate that consumer knowledge of a brand's ...