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What is Category Extension in Marketing? PDF Download

Learn Category Extension definition in marketing with explanation to study “What is Category Extension”. Study category extension explanation with marketing terms to review marketing course for online MBA programs.

Category Extension Definition

  • Using the parent brand to brand a new product outside the product category currently served by the parent brand.

    Principles of Marketing by Philip T. Kotler, Gary Armstrong



Category Extension Explanation

It is a marketing strategy in which company uses the same product to enter into a completely unrelated product market. The company takes advantage of an existing brand, in order to introduce a new product in the market, which a buyer can relate. It is usually comprises upon eight different brand extension strategies in the market.

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