Battery maker Duracell introduced a new product called the Duracell Powermat, which is a wireless charging pad for mobile devices. Because of the perceived fit with its other products, this new product was received well by consumers despite being in a different product category. This innovation strategy is known as a
A) brand extension.
B) radical invention.
C) product line extension.
D) disruptive innovation.
E) product accumulation.

Question

Quizplus · Accepted Answer

A brand extension is when a company uses its established brand name to launch a product in a different category, leveraging the brand's reputation to gain consumer acceptance.

Battery Maker Duracell Introduced a New Product Called the Duracell