Brand Extension

Brand Extension is a marketing strategy in which a company introduces new products or services under an established brand name, in order to capitalize on its equity, reputation, and customer loyalty in order to enter new markets or product categories more quickly and successfully.

By expanding an established brand name’s association with positive associations and trust between the products or services introduced under it and existing brand holders, companies hope to gain acceptance and market share more easily for any new offerings they introduce under it.

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