Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar product category seems like a good idea. This is what toothpaste manufacturer Colgate did when it put its brand name on Colgate's Kitchen Entrees, which failed quickly. This innovation strategy is an example of an unsuccessful
A) brand extension.
B) radical invention.
C) product line extension.
D) disruptive innovation.
E) product diversification.

Question

Quizplus · Accepted Answer

Brand extension involves using an existing brand name to launch a product in a new category. Colgate's attempt to enter the food market with its brand name was a brand extension, which was unsuccessful in this case.

Using an Existing Brand Name to Introduce a Product That