University of Idaho Extension Brand Resources Marketing Materials Form

Instructions and help about University Of Idaho Extension Brand Resources Marketing Materials

all right as a marketer one of our main jobs is to manage our brand in other words to take care of our product and our brand name to make sure that we're successful in managing a brand sometimes we decide that we should create what's called a brand extension so what is brand extension well it's just creating a new product or category of products to be marketed under our existing brand name so sometimes when we make a new product we decide it needs its own brand other times we want to use the success of our existing brand to help propel the new product to success and that's the idea of brand extension so brand extension can lead to product success or brand dilution if the new product is this is deemed not so good so that's a risk that we have to keep in mind is we could hurt our brand by adding this new extension another term for brand extension is something called brand stretching in either case it means bringing new products in under the existing brand name