If Ralph Lauren, a designer of fine clothing, authorized Dan River Mills to market a line of sheets under the Ralph Lauren name, this arrangement is an example of
A) brand extension.
B) brand licensing.
C) product continuation.
D) private branding.
E) individual branding.

Question

Quizplus · Accepted Answer

This arrangement is an example of brand licensing, which involves the owner of a brand (Ralph Lauren, in this case) authorizing another company (Dan River Mills) to use the brand name on its products (sheets).

If Ralph Lauren, a Designer of Fine Clothing, Authorized Dan