Scenario 14.1
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 14.1.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

This is an example of brand licensing, where Hanes would be allowed to use the Pillsbury Doughboy character on their t-shirts in exchange for royalty or licensing fees from Pillsbury. This is not a brand extension, as Hanes is not creating a new product line using Pillsbury's name or character. It is also not co-branding, as Hanes' brand name is not being prominently displayed alongside the Pillsbury Doughboy on the shirt. Individual branding and fanciful branding do not apply in this case.

Scenario 14.1 Use the Following to Answer the Questions