brand stretching: translation
brand stretching ˈbrand ˌstretching noun [uncountable]
MARKETING when a company starts to use an existing brand name on another different type of product, hoping that people will buy it because they recognize the name:
• Virgin, the most quoted example of brand stretching, is in a delicate position because it relies on the reputation of one man: Richard Branson.
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brand stretching UK US noun [U]
► MARKETING,
COMMERCE »
Tobacco companies are using brand stretching to get their names established in other areas.