Who is Edward M. Tauber

Edward M. Tauber is the father of brand extension. He coined the term brand extension, developed the first method to systematically research brand extensions and identified the ten types of brand extensions in the market today. 

The many brand extensions he developed for major corporate clients generate over a billion dollars a year in sales – and many have for more than 25 years. 

Dr. Tauber was Senior VP for Saatchi in New York City, Research Director for Carnation Company in Los Angeles and Chairman and Professor of Marketing at the University of Southern California.