The Potential Disadvantages of ________ Are the Risks and Lack

Multiple Choice

The potential disadvantages of ________ are the risks and lack of control from becoming aligned with another brand in the consumers mind. Consumer expectations about the level of involvement and commitment are likely to be high, so unsatisfactory performance could be very negative for the brands involved.

A) co-branding
B) cannibalization
C) vertical integration
D) disintermediation
E) brand stretching