BRAND EXTENSION

найдено в "Financial and business terms"

brand extension: translation

brand extension ˈbrand exˌtension noun [countable, uncountable]

MARKETING adding a new product to an existing branded group of products:

• Keystone Dry beer is a brand extension of the company's Keystone and Keystone Light brands.

— see also line extension

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brand extension UK US noun [U]

► MARKETING, COMMERCE the process of using an existing brand name to introduce new products or services: »One of the country's leading radio groups is planning brand extension into pay-TV.

найдено в "Investment dictionary"

Brand Extension: translation

A common method of launching a new product by using an existing brand name on a new product in a different category. A company using brand extension hopes to leverage its existing customer base and brand loyalty to increase its profits with a new product offering.

For brand extension to be successful, there usually must be some logical association between the original product and the new one. A weak or nonexistent association can result in brand dilution. Also, if a brand extension is unsuccessful, it can harm the parent brand.

The following are all examples of brand extension:

Starbucks coffee company creating Starbucks ice cream, to be sold not at Starbucks retail stores but in grocery stores. The ice cream flavors were based on the flavors of frappucinos Starbucks sold in its coffee shops.

Quaker, a popular oatmeal producer, creating Quaker granola bars, also made with oatmeal.

Celebrity homemaker Martha Stewart creating the Martha Stewart Home Collection of products such as bathroom accessories and bedding.

найдено в "Англо-русском экономическом словаре"

марк. расширение марки (использование существующей торговой марки применительно к новым или модифицированным продуктам; данная стратегия позволяет новому товару воспользоваться хорошей репутацией товара, уже завоевавшего себе место на рынке)

Syn:

brand transference, brand leveraging, product leveraging, brand extension strategy, trademark extension 2)

See:

brand leverage, product extension, brand extension strategy

найдено в "Новом англо-русском толковом словаре по маркетингу и торговле"

марк. расширение марки (использование существующей торговой марки применительно к новым или модифицированным продуктам; данная стратегия позволяет новому товару воспользоваться хорошей репутацией товара, уже завоевавшего себе место на рынке) Syn: brand transference brand leveraging product leveraging brand extension strategy trademark extension 2) See: brand leverage product extension