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 ...

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 ...

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 ...

"Many of the successful new product introductions each year are brand extensions, such as Apple's iPhone, Godiva coffee, and Jeep strollers," one group of researchers recently wrote. However, not all ...

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 ...

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 ...

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.

So, you've got a great brand and a dynamite product or service that you offer to the universe. What's next for you? A brand extension, of course. Ah, if only it were that easy. Brand extensions into ...