One of Taco Bell's most successful new products has been its "Doritos Locos Tacos," tacos with shells in the flavors of Doritos taco chip varieties. This is an example of
Blank
______.

Question

One of Taco Bell's most successful new products has been its "Doritos Locos Tacos," tacos with shells in the flavors of Doritos taco chip varieties. This is an example of 
Blank
______.

BlackTom AI · Accepted Answer

In this question, we’re looking at a product strategy example and identifying which branding concept it illustrates.
Option 1: 'brand dilution' would imply that introducing Doritos Locos Tacos weakens the overall strength or distinctiveness of Taco Bell’s brand. This is not the case here; instead, the collaboration leverages both brands’ strengths. Thus this option mischaracterizes the outcome as harming brand equity rather than leveraging it.
Option 2: 'generic branding' refers to products marketed without a well-known brand name or with a non-differentiated label. The Doritos Locos Tacos are strongly associated with two specific brands (Doritos and Taco Bell), so this choice does not fit.
Option 3: 'co-branding' describes a partnership where two brands collaborate to create a product that carries both brand identities, often to reach combined audiences and create added value. The tacos fuse Taco Bell’s product concept with Doritos flavors and branding, which is the hallmark of a co-branding strategy.
Option 4: 'brand repositioning' involves changing the market perception or target audience of an existing brand or product line. The Doritos Locos Tacos are not repositioning Taco Bell’s brand or Doritos itself; they are new product offerings that blend two brands rather than repositioning either brand.

Taken together, the scenario exemplifies a collaborative branding approach where two distinct brands come together to create a product that benefits from both brands’ equity. Each option above either misunderstands the effect on brand equity, the branding category, or the nature of the collaboration, whereas the third option aligns with the concept of pooling brand identities to produce a co-branded product.

One of Taco Bell's most successful new products has been its "Doritos Locos Tacos," tacos with shells in the flavors of Doritos taco chip varieties. This is an example of Blank ______.

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