When it comes to getting consumers to consider buying a product that constitutes an extension of the core brand, the (perceived) quality of that brand matters a lot more than the fit between the ...

During a pandemic might not seem to be a good time to create a brand extension. However, creating a brand extension in uncertain times is a smart move. Some say that brand extensions weaken brands.

To extend or not to extend? With apologies to the Bard, allow me to suggest that is the question -- for marketers. The lure of sales growth combined with lower advertising and promotion costs makes ...

Answer: A successful brand extension depends largely on the psychological fit between the parent brand concept and the new product. If consumers associate the brand extension with anything undesirable ...