In 2009,the Axe brand launched a line of hair care products to complement its existing assortment of body washes and deodorants,hoping to leverage the Axe brand equity to expand into a new category of men's personal care products.This is an example of a manufacturer taking advantage of ________.

Question

Quizplus · Accepted Answer

The manufacturer is leveraging the Axe brand equity to expand into a new category of men's personal care products, which is an example of the halo effect. The halo effect occurs when consumers perceive a brand positively in one category and extend that perception to other categories, even if the brand does not necessarily have expertise or experience in those categories.

In 2009,the Axe Brand Launched a Line of Hair Care