Brand extension is a marketing strategy that leverages an established brand to launch new products or expand into new business sectors. This approach capitalizes on the existing brand’s reputation and positive image, facilitating consumer acceptance of new offerings. It can be supported by various strengths, such as a well-established distribution network, specific technical expertise, or recognized authority in a particular field. However, excessive or inconsistent brand extension can damage the brand’s overall reputation, leading to a dilution of its image.