This research investigated how a consumer's cognitive structure for a brand in a given product category affects the possible transfer of associations to other product categories. One key factor in ...

The Virgin brand name appears on compact disks, airplanes, online games, health and fitness clubs, and soft drinks. Why? Brand extensions facilitate new product introductions. Consumers are able to ...

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 ...

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 ...

Forbes contributors publish independent expert analyses and insights. I do mergers & acquisitions in retail/consumer and write about trends. None of the ingredients were new but the product was very ...

A brand's identity is comprised of more than just its name or logo, and includes all the associations that consumers attach to the brand. Studies demonstrate that consumer knowledge of a brand's ...

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.

Opinions expressed by Entrepreneur contributors are their own. In the ever-evolving realm of business and personal development, brand-building is no longer an option; it’s a necessity. And when it ...