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 ...

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

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 ...

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 ...

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