a brand strategy whereby the marketer introduces a new product using the existing brand name; e.g., Post-It notes coming out with new colors in a variety of sizes, Advil adding a medication with special arthritis-fighting ingredients, Salada introducing green tea to its line of teas, Snickers with a new bite-size chocolate bar, or Turtle Wax using its brand name to extend its line of car-care products from the original car wax to car polish, car wash, leather cleaner/conditioner products, even lubricating oil. See brand strategy, brand extension, multibranding, and new-brand strategy.