Brand Extension

Leveraging an existing brand to generate demand for a new, often related product or service.

Karen already associated both Taco Bell and Doritos with authentic, Mexican, high-quality tacos and chips. So, by virtue of brand extension, she just knew that a Doritos Locos Tacos Supreme would be amazing.

The best extender is Coca Cola, which minted Diet Coke, Coke Zero, and umpteen other analogous wet brands of love.