When Frito-Lay introduced its fat-free potato chips, it named them Ruffles Wow potato chips in order to take advantage of the reputation for quality that Ruffles brand chips have. This is an example of:

Question

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This is an example of brand equity, where the value of the Ruffles brand name is leveraged to promote a new product, in this case, the Wow potato chips, by associating it with the established reputation for quality of the Ruffles brand.

When Frito-Lay Introduced Its Fat-Free Potato Chips, It Named Them