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 ...

AI is changing how brands are evaluated and presented. This article outlines a strategic framework to adapt to these shifts ...

The rationale behind this brand extension strategy is that associations are transferred from the parent brand to the brand extension, and, at the same time, successful extensions can also improve ...

It seems that everywhere we look these days we see brand extensions. Jim Beam's name is now on barbecue sauce, Dannon is selling Dannon water. The Sony name is on everything from Playstations to ...

We Are Social Singapore’s Gaetano Squillante introduces a new framework for building great social campaigns with brand building at their heart. The pandemic saw social network audiences increase ...