If an arts organization plans to use a brand extension strategy, then the results of this study suggest that the product that is introduced on the market be a simple product to fabricate (e.g. a calendar), that it be congruent with the business activities of the organization (e.g. a calendar that highlights the birthdays of great artists), and that it be cobranded (e.g. a Muse´e du Louvres calendar by Hallmark).