How to extend a brand

This article examines the best practices involved in extending a brand beyond its original product, including understanding the brand, setting new visions, and thinking about delivering competitive product benefit.

How to extend a brand

Giles Lury

Jump to: Speed Read | Definition | Where to Start | Essentials | Checklist | Case studies | Further reading

Speed Read

Do you want to wear your Lego, (Lego clothes) smell like a HOG (Harley Davidson after-shave) or make love in a Bene

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