In short, being a brand known for a particular benefit enables growth opportunities beyond the product's original focus. A brand extension uses the brand on a new market offering that's in a different ...

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

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 ...

Extending a brand requires an understanding of its core perception and how this, and demand drivers, chime with those of the new segment. Twenty or so years ago, where your brand sat on the spectrum ...

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 ...

Gordon Young looks at the meteoric rise of BYD and explains a shortcoming that might drag on growth: a lack of brand legacy.

The study expands and adds robustness to prior evidence that when brands stop advertising, declines become more common and more significant, on average, as time increases. Using market share (where ...

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