A brand extension occurs when a company uses its established brand to introduce a new product category, leveraging its reputation and customer base to a new market, with great potential to go right.

The news that Bernard Matthews is planning to launch organic and free-range products in a bid to encourage consumers to "reappraise" the company (MW last week) has been met with some scepticism by ...

Heinz may be renowned for store cupboard staples, but the 153-year-old brand is venturing into territories new with the launch of Heinz Beanz Filled Hash Browns next month. The product is part of ...

More brand owners than ever want to cash in on the value of their trademarks by extending them to products and services in new sectors. Emma Barraclough weighs up the risks and benefits. In these ...

This article looks at what marketers can do to ensure that communications before a brand launch or extension are effective and help build lasting success, and how that success can be measured. The ...

From clothing to crisps, brand extensions are getting ever more weird and wonderful. But do they have the legs to stay the course, asks Simon Creasey There's quirky and then there's downright ...