Which term refers to using an existing brand name to launch a new or modified product?

• A. A brand extension strategy.
• B. Brand extension.
• C. A marketing ploy to rename products.
• D. A method of cutting costs.

Answer: (B)

Using an existing brand name to launch a new or modified product is called a brand extension. This approach relies on the brand’s existing reputation and recognition to help the new product gain attention and trust quickly, often reducing the cost and time needed to introduce it to the market. It’s chosen when the new product fits with what the brand already stands for and can leverage consumer loyalty. It’s different from simply renaming products or using a cost-cutting tactic, which don’t capture the idea of launching something new under a familiar brand.