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 ...

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 ...

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 ...

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 ...

It seems that everywhere we look these days we see brand extensions. Jim Beam's name is now on barbecue sauce, Dannon is selling Dannon water. The Sony name is on everything from Playstations to ...

Marriott's brand extensions like the new St. Regis Estates and recent Ritz-Carlton Yacht Collection show how the company aims to grow in ultra-luxury without diluting its brand equity. Marriott ...

University divisions, colleges, schools, offices and administrative units are highly visible and should always be tied directly to the master brand lockup. Within the university visual identity system ...