brand extension

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The use of an existing brand for a new product or service offering a distinctive benefit to a new set of target customers. The belief is that the core attributes and essence of the original brand can be transferred to a new product or service. French couturiers such as Dior and Chanel have been particularly adept at extending their brand name to perfume and retail goods and apparel. Disney has extended its brand, developed in film, into theme parks, holidays, cruise ships, merchandise, and resorts.

Subjects: Marketing.

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