As you may know, brand extension is a marketing strategy in which an organization that markets a product with a well-developed image uses the same brand name but in a different product category. Brand managers use this as a strategy to increase and leverage brand equity.
An excellent article in Business Week, by Marc Gobé, the Chairman and CEO of Desgrippes Gobé New York, a brand design firm and the author of Emotional Branding: The New Paradigm for Connecting Brands to People and just released Brandjam: Humanizing Brands Through Emotional Design.
