Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar product category seems like a good idea.This is what toothpaste manufacturer Colgate did when it put its brand name on ________,which failed quickly.

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Using an existing brand name to introduce a new product into an unfamiliar market looks deceptively easy for companies with a powerful,national brand name.Colgate thought so.It puts its brand name on a line of frozen dinners that were not successful and died quickly.

Using an Existing Brand Name to Introduce a Product That