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.A few years ago,Frito-Lay thought this was a great new-product concept: Why not develop 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.So the "logic" lost out 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

Frito-Lay attempted a brand extension by introducing a new product (lemonade) under their existing brand name to appeal to their current snack-loving consumers. However, the new product did not fit with the brand's existing image and failed in the new market.

Using an Existing Brand Name to Introduce a Product That