Customers may also believe that the extension credibly delivers on its benefits because the brand is already known for credibly providing those benefits. By having several offerings associated with ...

It seems that everywhere we look these days we see brand extensions. Jim Beam's name is now on barbecue sauce ... Arm and Hammer, Crest, and Dell are other examples of brands with functional concepts.

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

At the launch of new brands and/or extensions, marketing communications are employed to encourage trial and purchase. Examples include a £1.5m 'Go On Lad' TV ad for promoting Hovis' new range of bread ...

Estimates vary, but as many as eight out of ten new products are introduced as a brand extension (Simms 2005; Keller 2008). The advantage of extensions compared to new brand names is that extensions ...