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Definition of Brand leveraging

Brand leveraging Definition from Business & Finance Dictionaries & Glossaries
MONASH Marketing Dictionary
broadening a company's product range by introducing additional forms or types of products under a brand name which is already successful in another category. Also called Product Leveraging, Brand Extension and Franchise Extension.
2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.