Extending a Well-Known and Respected Brand Name from One Product

question 69

Multiple Choice

Extending a well-known and respected brand name from one product category to another product category is referred to as:

• A) brand stretching
• B) brand extensions
• C) brand bouncing
• D) brand transfer
• E) brand building

---

Definitions:

Boston Consulting Group

A global management consulting firm known for its expertise in business strategy and for pioneering the growth-share matrix.

Cross-Functional Team

A group of individuals with different expertise and from various departments within an organization, working together toward a common goal.

Competencies

A combination of skills, knowledge, and abilities that individuals possess which enable them to perform tasks effectively.

Competitive Advantage

The attribute that allows an organization to outperform its competitors, usually leading to greater sales or margins and/or retaining more customers.