line extension

  

Definition

Multiproduct branding strategy whereby a firm markets one or more new products under an already established and well known brand name. The objective is to serve different customer needs or market segments while taking advantage of the widespread name recognition of the original brand. For example, maker of a popular perfume may introduce shampoos, bath soaps, body powders, etc., under the perfume's name. Line extension is encouraged by some marketing experts and frowned upon by others. Also called brand extension.

Use line extension in a sentence

  • You should try to have a good line extension so that people will have other products to buy from your compan.y

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  • The line extension was an effective strategy as the brand was so strong that we simply added on and profited.

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  • The makeup industry has long been known for their frequent and rapid line extensions, often releasing multiple products at a time.

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