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 Axe brand is leveraging the positive associations consumers have with its existing products (the halo effect) to expand into a new category of men's personal care products.

In 2009, the Axe Brand Launched a Line of Hair