It raises the question: How do brands figure out which line extensions will work and which won't? Advertising lawyer Barry Benjamin of Kilpatrick Townsend says, "It can be very difficult to ...

A brand extension uses the brand on a new market offering that's in a different product category. To illustrate: Ivory was initially introduced to the market as a brand of soap known for the benefits ...

The event has proven to be ideal for Budweiser and other brands to launch new offerings, writes Patricia Manos with Curion.

It seems that everywhere we look these days we see brand extensions. Jim Beam's name is now on barbecue sauce, Dannon is selling Dannon water. The Sony name is on everything from Playstations to ...

President Donald Trump may be term-limited, but he's already working at making sure his name, brand and legacy will be ...

This misinterpretation, coupled with repeated application in similar fashion, can lead to greater prominence, usage and recognition of the graphic element rather than the official brand extension or ...

Molson Coors will assume exclusive commercialization rights to the company's Fever-Tree lineup of tonics, ginger beers and ...

They are directly tied to one or more brand extensions, but their reputations may be more closely aligned with the master brand than any brand extension. These entities are directly connected to a ...

Brand management firm Authentic Brands Group and Saks Global have developed a new joint venture called Authentic Luxury Group (ALG) that is… Join the Retail Trendcaster Webinar Series to uncover key ...