A hospital has decided to acquire practices throughout its primary and secondary service area. As it acquires each practice, it allows each group to retain the name of the group. However, under the practice's name, it places the name of the health system. This is an example of:
A) multiproduct branding.
B) co-branding.
C) multibranding.
D) mixed branding.

Question

Quizplus · Accepted Answer

Co-branding is a marketing strategy in which two or more brands are used together in order to create a new product or service. In this case, the hospital is using its own brand name along with the brand names of the practices it acquires. This is an example of co-branding because the two brands are being used together to create a new product or service, which is the hospital's expanded network of practices.

A Hospital Has Decided to Acquire Practices Throughout Its Primary