When a firm uses an existing brand name as part of the brand name for a new product in a different product category, this tactic is called a(n):
A)brand extension.
B)licensed brand.
C)private brand.
D)individual brand.
E)co-brand.

Question

Quizplus · Accepted Answer

Brand extension involves using an existing brand name for a new product in a different product category. This allows the company to leverage its existing brand equity and recognition to introduce the new product.

When a Firm Uses an Existing Brand Name as Part