Scenario 10.3
Use the following to answer the questions.
The Pillsbury division of General Mills has promoted its baking products through its trade character, the Pillsbury Doughboy, since 1965. He appears in television commercials touting the quality, benefits, and features of the products Pillsbury sells. Each product in the Pillsbury line, such as crescent rolls, pizza dough, biscuits, and cinnamon rolls, includes the Pillsbury name on the package. In addition to the Pillsbury name, the Pillsbury Doughboy also appears on each package, although in different poses. On the Pillsbury website, the Pillsbury Doughboy character is animated and can be seen "dancing". He can be downloaded to your personal computer or used to create your own e-card.
-Refer to Scenario 10.3. If Hanes, a manufacturer of t-shirts, were to begin producing a t-shirt with the trade character Pillsbury Doughboy on the front, this would be an example of .
A) a brand-extension
B) co-branding
C) brand licensing
D) individual branding
E) fanciful branding

Question

Quizplus · Accepted Answer

Brand licensing occurs when a company allows another company to use its brand name, logo, or character for a fee. In this case, Hanes would be using the Pillsbury Doughboy character on their t-shirts under a licensing agreement.

Scenario 10.3 Use the Following to Answer the Questions