TY - JOUR T1 - Measuring Brand Meaning JF - Journal of Advertising Research JO - J Advert Res SP - 43 LP - 53 DO - 10.2501/JAR-40-5-43-53 VL - 40 IS - 5 AU - Gillian Oakenfull AU - Edward Blair AU - Betsy Gelb AU - Peter Dacin Y1 - 2000/09/01 UR - http://www.journalofadvertisingresearch.com/content/40/5/43.abstract N2 - Brand extensions constitute an estimated 95% of the 16,000 launched in the United States every year. In the research described here, the authors introduce a categorization-based procedure to help marketers identify key elements of a brand's meaning for purposes of extension. The procedure identifies attributes that are ‘most definitive’ of the brand - and also what the brand ‘cannot’ be. First they discuss the concept of ‘fit’, then describe the procedure and illustrate its use. ER -