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When the makers of Reese's candy bars decided to manufacture Reese's peanut butter, it was an example of
A) brand revitalization.
B) a product extension.
C) a brand extension.
D) co-branding.
E) cannibalization.
Brand Extension
The strategy of using an existing brand name to launch a new or modified product in a different category, leveraging the brand's equity.
Reese's Peanut Butter
A popular brand known for its peanut butter cups, combining chocolate and peanut butter in a unique confectionery.
Manufacture
The process of making products on a large scale using machinery, often involving the assembly of components or raw materials.
- Comprehend the critical role of co-branding and brand extension approaches.
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Learning Objectives
- Comprehend the critical role of co-branding and brand extension approaches.
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