brand stretching

brand stretching definition - business

brand stretching

Using an established brand name in order to introduce unrelated products. For example, a tobacco company may introduce nontobacco products in order to circumvent advertising restrictions.

The American Heritage® Dictionary of Business Terms Copyright © 2009 by Houghton Mifflin Harcourt Publishing Company. Published by Houghton Mifflin Harcourt Publishing Company. All rights reserved.

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