The brand extension might work if a powerful, encompassing idea can move across different products.

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This will change dramatically in the case of brand immersive apps, as the medium will be an actual extension of the brand itself, becoming a vehicle to develop complementary revenue beyond the product sale.

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They also share a brilliant awareness of the deadly trap of brand extension.

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All of that, though, will pale in comparison when the most obvious Angry Birds brand extension of all gets underway video ads!

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But the extension of an institution's brand is not without risk.

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According to Marino, who has designed stores for Chanel, Hublot and Ermenegildo Zegna all over the world, the modern fashion store is an extension of brand identity.

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Entrepreneur Sir Richard Branson years ago entered the fray, creating Virgin Galactic, an extension of his well-known brand that intends to take well-heeled customers to the edge of space, but also foresees launching satellites and carrying experiments.

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