Brand extension: What is it?

By: Diego Caballero

Brand Extension or Brand Extension is a strategy in which a successful and well-positioned brand in the consumer public is used to extend its use for new products or services in lines or categories, whether complementary or totally new.

What are the benefits?

It is easier for brand owners to launch new products or services under an umbrella brand or “House Mark”, since it facilitates the launch-acceptance period, the investment is lower, and their sales projection is generally higher. Likewise, this type of action strengthens brands, and helps new products or services developed reach a higher level. 

What to do if new products or services are developed under the Brand Extension?

Even though you already have a trademark registration, it is always necessary to verify whether or not said registration protects the new products or services that you intend to launch or develop; otherwise, you must proceed to request additional trademark registrations that complement the trademark. brand already registered.

Some examples of Brand Extension are:

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