What is brand extension primarily concerned with?

Brand extension is primarily concerned with leveraging an existing brand name to introduce new products or services. This strategy allows companies to build upon the recognition and trust that consumers already have for a particular brand. By using the established brand name, businesses can effectively promote new offerings, reduce the perceived risk associated with trying something new, and potentially increase market share.

Successful brand extensions often lead to increased sales and can enhance the overall brand's reputation when consumers have positive experiences with the new products. This approach allows marketers to capitalize on the existing brand equity, making it a powerful tool for growth and market expansion.