Aurora Foods Inc. was formed in 1995 with the objective of being a leading producer and marketer of premium branded food products. The business strategy is for Aurora has it serving as a platform upon which to build a leading branded food products company through the strategic acquisition and internal growth of brands. Its acquisition strategy is to acquire established, well-recognized brands that have become non-core businesses to their corporate parents yet retain strong brand equities and have long-term growth potential. Since its inception, Aurora has acquired the following brands: Duncan Hines® baking mixes; Log Cabin® and Mrs. Butterworth's® syrups; Lender's® bagels; Van de Kamp's® and Mrs. Paul's® frozen seafood; Aunt Jemima® frozen breakfast products; Celeste® frozen pizza and Chef's Choice® skillet meals.
-Aurora Foods Inc. is using a _____ branding strategy.

Question

Quizplus · Accepted Answer

Aurora Foods Inc. is using a multiple-brand strategy, as it has acquired a variety of well-recognized brands across different food product categories, each maintaining its own brand identity.