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You want to introduce a new product. You already have a successful brand in a different product category than the new product you plan to introduce. You are contemplating using the same brand name (brand extension) for the new product. What factors should you consider before making this decision?
Need to know info about discussion question:
This question relates to line extensions from last week's question (Klassy Kitchen) and PharmaSim. Here are definitions from the text. A brand extension uses the existing brand name in a new product category, while a line extension is used in an existing category to extend the brand name to new sizes, flavors, etc. (Kotler and Keller, 2012). The consumer adoption process is helpful in answering this question. Finally, results may be bi-directional.
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