# Brand dilution: what it is and how it works · Zorraquino
> Brand dilution describes a loss of clarity or strength in a brand's associations when it is extended or used in ways that make its meaning harder to recognise.
URL: https://www.zorraquino.com/en/dictionary/branding/brand-dilution.html

# Brand dilution

Brand dilution describes a loss of clarity or strength in a brand's associations when it is extended or used in ways that make its meaning harder to recognise. In strategy, it can arise when unrelated offers are grouped together

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

This use of the term should be distinguished from its legal meaning, which depends on the applicable protection regime. Extending a portfolio does not automatically cause dilution: the fit between audiences, proposition and experience needs to be assessed. The decision is about preserving an understandable relationship between the offers.

Also known as

trade mark dilution

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Trade mark counterfeiting](https://www.zorraquino.com/en/dictionary/branding/falsification.html)
- [Registered trade mark](https://www.zorraquino.com/en/dictionary/branding/trademark.html)
- [Overbranding](https://www.zorraquino.com/en/dictionary/branding/overbranding.html)