Product line extension is the use of an established product’s brand name for additional items in the same category. Think about new flavours, forms, colours, added ingredients, new packaging. This is opposed to brand extension, which is a new product in a totally new and different product category. Meet a 50-year-old handball sneaker, kicking a brand into heaven.

by Helle Katholm Knutsen
Source: Detail on Retail
5 pages. Publication date: Dec, 2011.
Format: English PDF
Theme: Product
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