Brand Extension

Definition

A brand extension is a product line extension marketed under the same general brand as a previous item or items.

To distinguish the brand extension from the other item(s) under the primary brand, one can either add a secondary brand identification or add a generic brand. Thus an Epson FX-85 printer is an extension of Epson that used the secondary brand of FX-85, while Jello Instant Pudding is an extension of the Jello brand that uses a generic term.

A brand extension is usually aimed at another segment of the general market for the overall brand.[1]

See also

 

References

  1. ^ American Marketing Association, AMA Dictionary.

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