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,Cosmopolitan magazine introduced Cosmopolitan-branded yogurt,and it failed quickly.This innovation strategy is known as a
A)radical invention
B)product line extension
C)disruptive innovation
D)brand extension
E)product deletion

Question

Quizplus · Accepted Answer

This innovation strategy is known as brand extension, where an existing brand name is used to introduce a new product into the market. The failure of Cosmopolitan-branded yogurt suggests that this type of innovation strategy is not always successful and requires careful consideration and research before implementation.

Using an Existing Brand Name to Introduce a Product That