An important consequence of brand extensions is that consumers often
A) diminish their set of associations with the new product.
B) develop a lower set of expectations for the new product due to the associations they carried from the original product.
C) are able to create an entirely new brand personality.
D) are able to create an entirely new brand image that is different from the image of the original product.
E) transfer associations and affect from the original brand schema to the brand extension.

Question

Quizplus · Accepted Answer

Brand extensions rely on the transfer of associations and affect from the original brand schema to the new product or brand extension. This is essential because a brand extension can take advantage of the existing brand equity, which can be transferred to the new product or brand extension. If consumers did not transfer their associations and affect from the original brand schema to the new product, the brand extension would not have any benefits of the parent brand and would have to build brand equity from scratch. Therefore, E is the best answer.

An Important Consequence of Brand Extensions Is That Consumers Often