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-890 printer is an extension of Epson that used the secondary brand of FX-890, 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.
- ^ American Marketing Association, AMA Dictionary.