Last modified on 17 June 2013, at 23:29

brand stretch

EnglishEdit

NounEdit

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 alsoEdit