Gucci, a luxury brand, has decided to introduce Gucci branded toilet paper. Being an astute marketing consultant, you inform the company that this decision will likely result in
If a company’s marketing team believes that offering a new product under the current brand name may adversely affect the current brand, the best approach would be to introduce the new product as a(n):
A(n) ______ extends a brand up into more premium market segments or down into more value-conscious segments, and is a common means of attracting new groups of customers.
horizontal brand extension
Parallel brand extension
linear brand extension
perpendicular brand extension
vertical brand extension