What is Brand Extension Marketing?

Learn Brand Extension definition with explanation in marketing to review "What is Brand Extension?" for online college classes. Learn brand extension explanation with marketing terms to study for online MBA programs.

Brand Extension Definitions

  1. Extending an existing brand name to new product categories.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



  2. A company's use of an established brand to introduce a new product.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Brand Extension Explanation

Brand extension is also known as brand stretching, it usually works to create an established brand name for a new product. A brand extension creates reputation of a well-known product in order to launch a new product in the market. Hence, successful brand extensions often allow companies to enhance their benefits which can help to increase market share.

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