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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.

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

The brand extension of the NBC News morning franchise, which airs daily at 10 a.m., will be renamed “Today with Jenna & Sheinelle” on Jan. 12.

From Los Angeles Times • Dec. 9, 2025

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