brand stretch
English
Noun
brand stretch (plural brand stretches)
- (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