a brand strategy in which the marketer introduces a product in a new category, using the same brand name from its current offering; e.g., Disney Cruise Lines, Starbucks ice cream, Motorola cellular phones, Coleman vacuum cleaners, Nike golf balls, Reebok sunglasses, exercise bikes and treadmills, and headwear, or Ralph Lauren clothing, fragrance, carpeting, upholstery, and paint. A form of brand leveraging. See brand strategy, line extension, multibranding, and new-brand strategy.