• Print Page
• eMail Page

Search website for :

Home→The Westburn Dictionary of Marketing→B→brand extension strategy

brand extension strategy

Definition:
That policy which seeks to take advantage of the successful establishment in the market of one brand, by allying to it variants of that product, or products in other markets that can be related to it. Where the brand name has been developed without the help of a 'house name' (see BRAND) for example Fairy household toilet soap, then an extension policy (Fairy Toilet Soap, Fairy Liquid) may maximize the goodwill created by the original product.

Cross-References:
[brand]

Links:

Figures:

© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [James R. Bureau], [1998].