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Brand Extension
(redirected from Brand stretching)

    Also found in: Dictionary/thesaurus, Wikipedia 0.01 sec.
Brand Extension
The act or practice of adding a new product under the same brand name. This allows a company to introduce a new product without having to build up a whole new customer base for it. For example, when Jimmy Dean introduces a new flavor of sausage, it may put the Jimmy Dean name and logo on the wrapping. This is intended to encourage people who like other Jimmy Dean sausages to view the new flavor favorably and be more inclined to buy it.
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However, Orange is widely perceived as a global international brand stretching across the world.
Getting Connected for Free in Kerak, Ma'an and Tafilah - Orange ... by Albawaba.com
43) On the other hand, a substantial number of economists have discussed in great detail and with remarkable insights both brand stretching and the rationale for the extension of brand protection; however, their insights are primarily concerned with the economics of advertising and have not extended to particularly addressing intellectual property issues and the shift in the rationale for trademark protection.
The extended protection of "strong" trademarks by Bottero, Nicola; Mangani, Andrea; Ricolfi, Marco / Marquette Intellectual Property Law Review
As another way around the restrictions the industry has also introduced brand stretching - putting tobacco brand names on clothes or other merchandise.
No smoke without ire in battle to sell ciggies; KIDS' STUFF: TOBACCO ... by Wrottesley, Catriona / Daily Record (Glasgow, Scotland)
 
 
 
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