Using an Existing Brand Name to Introduce a Product That

question 124

Multiple Choice

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, disposable pen, lighter, and razor maker Bic introduced perfume under the Bic brand name and it failed quickly. This innovation strategy is known as a

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

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Definitions:

Physiological

Related to the functions and processes within living organisms and their parts.

Belongingness

The human emotional need to be an accepted member of a group, whether it is family, friends, colleagues, or within a community.

Esteem

The respect, admiration, and confidence an individual has in themselves; a fundamental human need for feeling valued and validated.

Safety

The state of being safeguarded against or not prone to causing harm, peril, or damage.