brand extension: meaning, definition, pronunciation and examples

A 'line extension' typically refers to new products within the same category (e.g., a new flavour of crisps), while a 'brand extension' (or category extension) involves moving into a different product category altogether (e.g., a crisp brand launching soft drinks).

Yes, frequently. Failure occurs when the new product damages the brand's original image ('brand dilution'), confuses consumers, or is perceived as a poor fit (e.g., a luxury car brand making cheap sunglasses).

No. The strategy can also apply to services (e.g., a bank extending its brand into insurance or investment services) and even experiences (e.g., a film studio extending into theme parks).

A vertical extension moves the brand into a different price/quality tier within its category (e.g., a mid-range fashion brand launching a premium line). A horizontal extension moves the brand into a functionally related but distinct category (e.g., a yogurt brand launching breakfast cereals).

The practice of using an established brand name on new products or in new categories to leverage the brand's existing reputation.

Brand extension is usually formal, academic, business, marketing in register.

Brand extension: in British English it is pronounced /ˈbrænd ɪkˈstenʃən/, and in American English it is pronounced /ˈbrænd ɪkˈstenʃən/. Tap the audio buttons above to hear it.