WWE, formerly the World Wrestling Federation (WWF; 1982-2002) and World Wrestling Entertainment (2002-2011), currently promotes its core business of professional wrestling through two "brands" (that are intended to operate on television as scripted independent branches of the company) named after their two major television shows Raw and SmackDown. Upon the completion of the Monday Night Wars in 2001, a brand rivalry between promotions: World Championship Wrestling (WCW) and the WWF, the latter company emerged superior. This eventually led to the WWF acquiring all assets of WCW and Extreme Championship Wrestling (ECW; the third largest promotion in the United States during this point in time) through separate buyouts that included the employees (on and off-air talent) from both companies. With the acquisition of new talent, the WWF's already large roster was doubled in size. In order to allow equal opportunity to all roster members, the company endorsed a brand extension to have the WWF represented and promoted with two "brands" named after the promotion's two primary television programs: Raw and SmackDown.

Brand extension or brand stretching is a marketing strategy in which a firm marketing a product with a well-developed image uses the same brand name in a different product category. The new product is called a spin-off. Organizations use this strategy to increase and leverage brand equity (definition: the net worth and long-term sustainability just from the renowned name). An example of a brand extension is Jello-gelatin creating Jello pudding pops. It increases awareness of the brand name and increases profitability from offerings in more than one product category.

A brand's "extendibility" depends on how strong consumer's associations are to the brand's values and goals. Ralph Lauren's Polo brand successfully extended from clothing to home furnishings such as bedding and towels. Both clothing and bedding are made of linen and fulfill a similar consumer function of comfort and hominess. Arm & Hammer leveraged its brand equity from basic baking soda into the oral care and laundry care categories. By emphasizing its key attributes, the cleaning and deodorizing properties of its core product, Arm & Hammer was able to leverage those attributes into new categories with success. Another example is Virgin Group, which was initially a record label that has extended its brand successfully many times; from transportation (aeroplanes, trains) to games stores and video stores such a Virgin Megastores.

Phillip Jack Brooks (born October 26, 1978), better known by his ring name CM Punk, is an American professional wrestler signed to WWE and appearing on its Raw brand as the reigning WWE Champion.

In professional wrestling, Brooks is a seven time World Champion, having held the ROH World Championship and ECW Championship once, the World Heavyweight Championship three times and the WWE Championship twice.

In addition to these championships Punk has also won the World Tag Team Championship (with Kofi Kingston), and the WWE Intercontinental Championship making him the nineteenth WWE Triple Crown Champion and the man to achieve this honor fastest at 203 days. Between WWE and Ring of Honor (where he is also a two-time World Tag Team Champion), Punk has won a total of eleven championships. He was also the winner of the 2008 and 2009 Money in the Bank ladder matches (the only wrestler to win the match twice in a row), and was the 2011 Superstar of the Year Slammy Award winner.

Punk initially came to prominence through his career on the professional wrestling independent circuit, primarily as a member of the ROH roster, where he was the first head trainer of the ROH wrestling school as well as winning both of their championships. In 2005, Punk signed a contract with WWE and was sent to its developmental promotion, Ohio Valley Wrestling (OVW), where he won every championship available in the promotion. Throughout his career, Punk has consistently used the gimmick of being straight edge, a lifestyle he follows in his actual day-to-day life. Depending on Punk's alignment as a crowd favorite or villain, he emphasizes different aspects of the culture to encourage the desired audience reaction.