brand stretch

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English[edit]

Noun[edit]

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[edit]