A few years ago, Frito-Lay developed Frito-Lay Lemonade as a thirst-quencher for those consumers who also like Frito-Lay's salty snacks such as Fritos corn chips. But when people think of the brand name Frito-Lay, thirst-quenching is not a benefit that comes to mind and Frito-Lay Lemonade failed. This innovation strategy is known as a
A)brand extension.
B)radical invention.
C)product line extension.
D)disruptive innovation.
E)product deletion.

Question

Quizplus · Accepted Answer

Brand extension involves using an established brand name on a new product in a different category. Frito-Lay used its brand name for a lemonade product, which did not align with consumer expectations of the brand.

A Few Years Ago, Frito-Lay Developed Frito-Lay Lemonade as a Thirst-Quencher