Brand Extension: A Strategy for Competitive Advantage

The success of a product depends upon its positioning which in turn is related to its brand name. A brand name may be defined as, a name, term, sign, symbol, or design, or a combination of these, that identifies the manufacturer or seller of a product or service (Kotler and Armstrong, 2002). Zikmund and d’Amico (1984) defined brand as any name, term, symbol sign, design, or unifying combination of all these that identifies and distinguishes one product from another competitive product.