Brand Extension

A brand extension involves the use of a successful brand name to launch new or modified products in a new category. Fruit of the Loom took advantage of its very high name recognition to launch new lines of socks, men’s fashion underwear, women’s underwear, athletic apparel, and even baby clothes. Honda uses its company name to cover different products such as its automobiles, motorcycles, snowblowers, lawn mowers, marine engines, and snowmobiles. This allows Honda to advertise that it can fit “six Hondas in a two car garage.”