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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 ...

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 ...

Legacy networks are relying more and more on brand extensions of shows whose brand names are already familiar to their audiences. The brand-extension trend has been around for years. But this fall, ...

Brand extensions represent a simple way to infuse products with a built-in marketing base. Some are brilliant, others are complete failures (7-Up soda-flavoured marinade anyone?). Occasionally ...

Parham Santana’s John Parham details how brands can successfully spin off products--and grow their reach. A New Gauge For Brand Strength: The Tangible Brand Test All-star designer Gadi Amit argues ...