English version

brand stretching in Advertising & marketing topic

From Longman Business Dictionarybrand stretchingˈbrand 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 nameVirgin, the most quoted example of brand stretching, is in a delicate position because it relies on the reputation of one man: Richard Branson.