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Marketing Terms (A–Z)
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marketed under the same general
as a previous item or items. To distinguish the brand extension from the other item(s) under the
, one can either add a
identification or add a
. Thus an Epson FX-85 printer is an extension of Epson that used the
of FX-85, while Jello Instant Pudding is an extension of the Jello brand that uses a generic term. A brand extension is usually aimed at another segment of the general market for the overall brand.
American Marketing Association.
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