The process by which a company develops new products to be marketed under an existing, well-known brand name.

These new products are commonly referred to as spin-offs. By offering an increased number of products under the umbrella of one brand name, businesses increase their product awareness and profitability depending on the success of the spin-offs.

See also:
Brand
Brand image
Brand management
Brand mapping
Brand reinforcement
Brand revitalisation
Brand strategy
Brand value
Branding ladder
Brand personality