Arm & Hammer has a rich history dating back to 1846. Originally, the brand sold a baking soda product, but the deodorizing benefit associated with the brand allowed it to extend into a host of ...

If corporate brands and sales are already faltering, brand extensions are sometimes viewed as a way to save the company from additional erosion by nervous executives. This strategy has rarely worked.

Hugo Boss breaks ambitious brand extension campaign with Guggenheim German fashion house Hugo Boss is driving an expansive brand extension effort in conjunction with the Solomon R. Guggenheim ...