In 1979, Edward M. Tauber coined the term "Brand Extension" to describe using the leverage of a well known brand name in one category to launch a new product in a different category.

At that point in time, there was no recognition of what a brand extension was or any systematic methods to pursue brand extension new products. As a result, Brand Extension Research was formed. Tauber developed research methods to identify strategic brand extensions and many successful brand extensions resulted which today generate hundreds of millions of dollars.

Brand Extension Research has been researching and developing brand extensions for more than 30 years. The key to success in brand extension work is determining the fit and leverage of brand names. Using proprietary research methodology, we have conducted brand extension studies for many Fortune 500 companies. Our expertise is unmatched, and with our proven approach we partner with our clients to leverage brand equity and develop successful new brand extensions.

This website provides: a list of the benefits and risks of brand extension, the characteristics of successful brand extensions, the 8 types of brand extensions, and 10 principles that guide brand extension development. Three detailed case histories offer examples of this process in practice.


Successful brand extensions identified by Brand Extension Research