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 ...

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 ...

"Trump’s ever-wider efforts at control seem like brand extension on steroids," Trump biographer Gwenda Blair told the Times. She observed that Trump has been obsessed with defining himself as ...