Using an Existing Brand Name to Introduce a Product That

question 131

Multiple Choice

Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar product category seems like a good idea. This is what toothpaste manufacturer Colgate did when it put its brand name on Colgate's Kitchen Entrees, which failed quickly. This innovation strategy is an example of an unsuccessful

• A) brand extension.
• B) radical invention.
• C) product line extension.
• D) disruptive innovation.
• E) product diversification.

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Definitions:

Working Memory

A component of short-term memory where information is temporarily held and manipulated for cognitive tasks such as learning, reasoning, and comprehension.

Hypnosis

A trance-like state characterized by heightened focus, concentration, and suggestibility.

Elaborative Rehearsal

A memory technique that involves thinking about the meaning of the information and connecting it to other knowledge the person has, to better retain the information.

Tip-Of-The-Tongue Effect

A cognitive phenomenon where a person cannot fully retrieve a word or name but has a partial recall or feels that retrieval is imminent.