Using an Existing Brand Name to Introduce a Product That

question 116

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 deletion.

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Definitions:

Globalization

The increasing interconnectedness and interdependence of the world's markets, cultures, and populations.

Influential

Having the power to sway decisions, opinions, or the development of events, often used to describe persons or ideas that have a significant impact.

Cumulative Costs

entail the total expenses incurred over time, considering all resources expended or lost, including indirect and direct costs.

Operations

The activities and processes designed to deliver a product or service effectively and efficiently.