Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar market seems like a good idea.Several years ago,Harley-Davidson introduced perfume under the Harley-Davidson brand name and it failed quickly.This innovation strategy is known as a
A)radical invention.
B)product line extension.
C)disruptive innovation.
D)product deletion.
E)brand extension.

Question

Quizplus · Accepted Answer

Harley-Davidson's loyal customers couldn't see themselves buying its perfume,a brand extension strategy that failed.

Using an Existing Brand Name to Introduce a Product That