Which term refers to the strategy of extending an existing brand into a new product category?

• A. Brand name
• B. Brand awareness
• C. Brand extension
• D. Product range

Answer: (C)

Extending an existing brand into a new product category means using the brand’s name and reputation to launch a product in a different category than the brand’s current offerings. This leverages brand equity—consumers already associate certain qualities with the brand—so the new product can gain attention, trust, and trial more quickly than a completely new brand would. It can also reduce development costs and speed up time to market because marketing materials, distribution channels, and consumer impressions are already aligned with the brand. Of course, the move works best when the new category fits the brand’s image and promise; a misalignment can confuse customers or dilute the brand’s perceived value. Examples include a well-known beverage brand expanding into snacks under the same name or a tech company launching accessories that carry the same brand identity. In short, this strategy is about leveraging what people already know about the brand to enter a new product category.