When Disney flooded retail stores with products based on its movie Frozen, this illustrated
A) strategic brand alteration.
B) rebranding.
C) brand licensing.
D) brand repositioning.
E) brand scaling.

Question

Quizplus · Accepted Answer

Brand licensing occurs when a company allows another company to produce and sell products using its brand name, logo, or character, as Disney did with Frozen merchandise.

When Disney Flooded Retail Stores with Products Based on Its