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:

Relative Steady Growth

A consistent increase in the size or value of something over a period of time, often seen in economic or financial contexts.

Population

The entire group of individuals or instances about whom the data is collected for statistical analysis.

Five-period Moving Averages

A method to smooth out data by creating an average of five consecutive data points over a series of periods, often used in time series analysis.

Long-term Trend

This is a sustained movement in data over a long period, indicating a general direction in which something is developing or changing.