Brand extension

Brand extension is the widening of the range of products (or services) sold using a particular brand.

By extending a brand to more products, a business can make maximum use of the additional sales a strong brand can generate. Brand extension is most commonly done by adding products closely related to those already sold using a particular brand

Brand extension may be less obvious. A common example is adding products that appeal to the same market segment, exploiting the (presumably) good image a brand has in the minds of target customers.

Brand extension, if overdone, can risk diluting a brand. It may also make a business more dependent on that brand - and brands can weaken.

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