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, ...

The concept involves a company trying to parlay feel-good associations with one of its products into a positive reputation ...

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 ...

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 ...

The purpose of this study is to develop and test a theoretical model explaining the effects of previous hotel brand extensions on customer attitudes toward new extensions, customer perceptions of core ...

We read through Williams-Sonoma's latest earnings call and learned about some exciting growth initiatives the company is executing. Global Expansion in India, Celebrity Collaborations, ...

Innovative, forward-thinking brands are discovering the power of creative domain extensions like .studio. They offer personalization, authenticity, and relevance, while instantly conveying a brand’s ...