A ________ involves the use of a successful brand name to launch new or modified products in a new category.
A)line extension
B)product line
C)brand extension
D)private brand
E)brand symbol

Question

Quizplus · Accepted Answer

Brand extension involves leveraging the strength of an existing brand to introduce new products in a different category. This strategy is used to capitalize on the equity and loyalty associated with the existing brand and reduce the risk associated with launching a new brand. Examples of successful brand extensions include Dove's extension from soap to personal care products, and Apple's extension from computers to mobile phones and other consumer electronics.

A ________ Involves the Use of a Successful Brand Name