English version

brand stretching

From Longman Business Dictionary
Related topics: Advertising & marketing
brand 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.
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