PT - JOURNAL ARTICLE AU - Gillian Oakenfull AU - Edward Blair AU - Betsy Gelb AU - Peter Dacin TI - Measuring Brand Meaning AID - 10.2501/JAR-40-5-43-53 DP - 2000 Sep 01 TA - Journal of Advertising Research PG - 43--53 VI - 40 IP - 5 4099 - http://www.journalofadvertisingresearch.com/content/40/5/43.short 4100 - http://www.journalofadvertisingresearch.com/content/40/5/43.full SO - J Advert Res2000 Sep 01; 40 AB - 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.