3 A B C D E F G H I J K L M N O P Q R S T U V W Y

Brand extension or Brand Stretch

Brand extension or Brand Stretch is a marketing strategy used by CPG companies who seek to extract maximum value from established brands by using the same brand name in a new product category. For example, the Virgin family of companies started as a record shop, then became a record label and now has businesses in a very diverse set of markets from transport to services.