Business Pitch Dictionary by pitch.dog
Brand architecture & portfolio · Core

Brand extension

Also called: line extension

ELI5

Use of an existing brand name to enter a new product or category.

Used in conversation

“The brand brief needs a concrete definition of brand extension.”

Pitch context

You will see “Brand extension” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches brand architecture & portfolio.

Why it matters: In brand architecture & portfolio, a loose definition can change rights, obligations, approval, disclosure or enforceability.

Caution

Meaning, enforceability and required process vary by jurisdiction and agreement; this definition is not legal advice.

Connected terms

  • Line extensionThe search label “line extension” can route to both entries.
Sources & evidence · 5

Direct term-level sources and supporting source families.