Using an Existing Brand Name to Introduce a Product That

Multiple Choice

Using an existing brand name to introduce a product that is new to the company into a totally new,unfamiliar market seems like a good idea.Several years ago,Bic-the marketer of disposable pens,disposable lighters,and disposable shavers,decided to introduce disposable underwear under the Bic brand name-and it failed quickly.This innovation strategy is known as a

A) radical invention.
B) brand extension.
C) product line extension.
D) disruptive innovation.
E) product deletion.