When a company rolls out a new product that carries slight differences from its existing product lines, it is part of a product line extension, according to Brand Marketing Blog. One object of a ...

Arm & Hammer has a rich history dating back to 1846. Originally, the brand sold a baking soda product, but the deodorizing benefit associated with the brand allowed it to extend into a host 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 ...

Most people think of rebranding as a set of small but noticeable changes to the look and feel of a brand. Meanwhile, marketers rightfully see a rebrand more as a blank canvas to create an entirely new ...

Opinions expressed by Entrepreneur contributors are their own. When I interviewed graphic designers for my agency, I’d always get a little nervous when they claimed they could double as a great ...

Man selecting a domain extention by pressing an hexagonal button. Composite image between a hand photography and a 3D background. Rubik’s Cubes, Beanie Babies, and glam rock might not have survived ...

Managing brand images and building brand portfolios are difficult challenges even for the most seasoned executives. This is particularly true in hard economic times when consumers are prone to forego ...