Scenario 10.2
Use the following to answer the questions.
When Silk Soymilk began packaging its chocolate milk in single-serving sizes, the company chose drink boxes that did not need refrigeration. The boxes were only sold in shrink-wrapped sets of six. Single boxes were not available at grocery stores or convenience markets. Once the Silk chocolate product was selling well, they also began offering the Silk Soymilk vanilla flavor in the same type of packaging. The Silk Soymilk brand, logo, and look of the boxes were the same as its larger half-gallon versions. The only difference in packaging style was the color brown for chocolate milk and the color white for vanilla.
-Refer to Scenario 10.2. If Silk Soymilk were to begin offering Silk Soymilk Chocolate Ice Cream Bars, this would be an example of
A)a product line extension.
B)individual branding.
C)a brand extension.
D)a private distributor brand.
E)co-branding.

Question

Quizplus · Accepted Answer

A brand extension is when a company uses an existing brand name to introduce a new product or product line. In this scenario, Silk Soymilk is using its existing brand name to introduce a new product – chocolate ice cream bars.

Scenario 10.2 Use the Following to Answer the Questions