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brand extension

British

noun

Also called: brand stretching. marketing the practice of using a well-known brand name to promote new products or services in unrelated fields

"Collins English Dictionary — Complete & Unabridged" 2012 Digital Edition © William Collins Sons & Co. Ltd. 1979, 1986 © HarperCollins Publishers 1998, 2000, 2003, 2005, 2006, 2007, 2009, 2012

Example Sentences

Examples are provided to illustrate real-world usage of words in context. Any opinions expressed do not reflect the views of Dictionary.com.

Sony plans to focus on franchise strategy and brand extension with game shows, as well as develop more anime, experiences and invest in content that will connect with a younger audience.

From Los Angeles Times • Apr. 7, 2026

The company explained that profitability was hurt because the launch of RH Estates, a higher-end and more customizable brand extension, has been delayed till the second quarter, which comes with “significant” advertising and launch costs.

From MarketWatch • Apr. 1, 2026

Should management successfully execute its European and brand extension strategy, the market could push up its P/E multiple close to 40.

From Barron's • Nov. 13, 2025

I’m angry at the food scientists who engineer that brand extension and the marketers who sell it.

From Washington Post • Apr. 25, 2023

But the Telegraph's Robbie Collin felt the opposite, awarding Lightyear just one star and describing it as a "screaming threadbare brand extension exercise".

From BBC • Jun. 14, 2022

Definitions and idiom definitions from Dictionary.com Unabridged, based on the Random House Unabridged Dictionary, © Random House, Inc. 2023