When a firm uses an established brand to introduce a new product, it is called a(n)
A) brand extension.
B) brand mix.
C) brand posture.
D) brand value.
E) sub-brand.

Question

Quizplus · Accepted Answer

Brand extension occurs when a company uses its established brand name to introduce a new product. It is an effective way for companies to leverage the brand equity they have built and increase brand awareness for the new product.

When a Firm Uses an Established Brand to Introduce a New