When a firm uses a brand extension strategy in introducing new products, these new products could NOT begin at which stage in the consumer's brand decision process?
A) Nonrecognition
B) Recognition
C) Preference
D) Insistence

Question

Quizplus · Accepted Answer

Brand extension involves leveraging an existing brand's recognition and equity, so new products would not start at the nonrecognition stage, where consumers are unaware of the brand.

When a Firm Uses a Brand Extension Strategy in Introducing