brand stretch

English

Noun

brand stretch (plural brand stretches)

1. (advertising) the degree to which an advertiser alters consumer perceptions of a brand without alienating the consumer by creating messages that do not fit with the brand’s image.

   Advertisers always want to stretch their brands by teaching consumers something new but, stretching a brand does not mean redefining its image in a single ad.

See also

• advertising
• brand identification
• brand image
• brand linkage
• branding
• branding moment
• Picture Sorts