Using an Existing Brand Name to Introduce a Product That

question 256

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,Harley-Davidson introduced perfume under the Harley-Davidson 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:

Seen

The past participle of "see," indicating something that has been viewed or perceived visually.

Manicure

A cosmetic beauty treatment for the fingernails and hands, involving cutting, shaping, and often painting of the nails, removal of the cuticles, and softening of the skin.

Student

An individual who is engaged in learning, especially one who attends a school, college, or university.

Complimentary Soda

Free soda provided, often as a courtesy or promotion by businesses.