Food and beverage licensing has exploded from a niche opportunity into the hottest cross-category collaboration engine at ...

When done correctly, a brand extension can be a huge hit, with the only complaint among consumers amounting to Why didn’t they do that sooner? Sometimes, though, the launch of a new product featuring ...

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.

The result is a riot of new products but very few fresh brands. Only two per cent of marketing directors think that new brands will be their main launch method in the next few years. Research ...

Most people think of rebranding as a set of small but noticeable changes to the look and feel of a brand. Meanwhile, marketers rightfully see a rebrand more as a blank canvas to create an entirely new ...

Arm & Hammer has a rich history dating back to 1846. Originally, the brand sold a baking soda product, but the deodorizing benefit associated with the brand allowed it to extend into a host of ...

Answer: There are a number of instances in which a brand extension has hurt the image of the brand concept. This is particularly true if the brand extension involves some kind of disaster of negative ...

Looking at the activity surrounding today's most visible brands, it seems as though a brand mental health epidemic, brand schizophrenia, is emerging. Companies are extending their brands into new ...