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 ...

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 ...

An effective brand strategy creates clarity and unity within an organization, guiding internal perspectives that ultimately radiate outward.

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 ...

DAMAC's Amira Sajwani and Chelsea FC's Todd Kline speak to Campaign ME about the brand strategy behind the first-of-its-kind ...

The fourth strategy addresses the fragmented nature of digital discovery, where audiences may encounter personal brands through various entry points. Consistency in visual elements, communication ...

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 ...

Tighter regulation around alcohol labelling would negatively impact alcoholic brands and their 0% abv products, according to ...

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 ...