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Brand Aid, 2nd Edition by Brad VanAuken

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15

brand extension

A brand may enter new product categories, new product formats within a category (line extensions), or new markets or market segments. Examples of the latter include taking a brand currently targeted to women and extending it to the male market, or taking a brand that currently appeals to adults and extending it to the teen market.

Another example of extending a brand into new markets is extending it down from its current position to the value segment or up from its current position to the premium segment. Often, to designate a premium version or offering, special words or phrases are used in association with the brand name—words such as gold, platinum, limited edition, signature collection, premier, elite, marquis, reserve, ...

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