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).However, the type of extension strategy employed by the arts organization, i.e. whether it is a simple brand extension or a co-branding extension, does not appear to matter a great deal. Therefore, other considerations such as the desire of the arts organization to associate itself with a partner, the relative implementation costs of each strategy, and the future extension plans should be carefully looked at in order toselect the best extension strategy.