Brand transfer strategy

Brand transfer strategy is a term from communication design , marketing and branding and describes the transfer of an existing brand name and the associated associations to another, new product.

The new product benefits from the existing image , while the brand remains attractive by expanding its product range.

The following image transfers could be used as an example:

• The quality and elegance of Hugo Boss fashion (under license) on fragrances and care series under the Boss name.
• The freedom and adventure of Camel cigarettes on adventure and leisure clothing from Camel Mode.