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:

Checking Accounts

Bank accounts that allow for easy access to funds through checks, debit cards, and electronic transfers, used for daily transactions.

Open Market Operations

Central bank activities involving buying and selling government securities in the marketplace to influence the money supply and interest rates.

Money Supply

The all-inclusive measure of monetary resources present in an economy at a specific juncture.

Interest Rates

The cost of borrowing money or the return for investing, typically expressed as a percentage of the principal, varying over time based on economic conditions.