Brand stretching - Marketing Strategy

Brand stretching takes place when an organization stretches a brand into new unrelated markets. Virgin is an obvious example of this, moving from the record industry to airlines, railways, financial services and cola drinks. Marks & Spencer andTesco have both moved from mainstream retailing into financial services. Both are examples of brand stretching. This policy is more likely to be successful where the original brand values are compatible with the aspirations of the new target group.


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