%0 Journal Article %A Gillian Oakenfull %A Edward Blair %A Betsy Gelb %A Peter Dacin %T Measuring Brand Meaning %D 2000 %R 10.2501/JAR-40-5-43-53 %J Journal of Advertising Research %P 43-53 %V 40 %N 5 %X 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. %U https://www.journalofadvertisingresearch.com/content/jadvertres/40/5/43.full.pdf