what is brand extension 
a brand extension is when a company uses one of its established brand names on a new product or new product category it s sometimes known as brand stretching the strategy behind a brand extension is to use the company s already established brand equity to help it launch its newest product the company relies on the brand loyalty of its current customers which it hopes will make them more receptive to new offerings from the same brand if successful a brand extension can help a company reach new demographics expand its customer base increase sales and boost overall profit margins 