A brand extension uses the brand on a new market offering that's in a different product category. To illustrate: Ivory was initially introduced to the market as a brand of soap known for the benefits ...

And this is especially important when you’re a leader. Here are seven powerful strategies that will help you enhance your personal brand while boosting your career. 1. Cultivate relationships ...

suggesting how a firm that has established equity in a brand can leverage that equity through branding strategies such as brand and line extensions, co-branding, and licensing. Just in case you missed ...

A launch campaign needs to quickly generate mass awareness to drive consideration and, ultimately, trial. Influencer-led brands have a built-in audience and established owned-media channels, with ...

An extension strategy is usually introduced between the maturity and saturation stages of the product life cycle, before a real decline takes place. The aim is to continue to maintain a steady ...

This post explores practical strategies for enhancing your brand's presence and recognition, all while being mindful of your ...

In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have ...