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 ...

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 ...

What are the two key ingredients for building a successful tech startup? If you look at Twitter, one of the most successful tech startups of all time, you will know that the answer is innovation and ...

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 ...

Branding is the process of communicating a unique selling proposition, or differential, that sets a product or service apart from the competition. Examples of branding techniques include the use of ...