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brand transferencesee BRAND EXTENSION.
Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson
brand transferencethe use of an existing BRAND name for new or modified products. Brand transference or extension seeks to capitalize on consumers’ BRAND LOYALTY towards the firm's established brands to gain rapid consumer acceptance of a new product.
Collins Dictionary of Economics, 4th ed. © C. Pass, B. Lowes, L. Davies 2005