When a product tries to capitalize on the brand equity of two separate brands, marketers are using

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When a product tries to capitalize on the brand equity of two separate brands, marketers are using
Option A: 'partnerships' — While partnerships can involve collaboration between brands, this term is more general and does not specifically describe the practice of leveraging two brand identities in one product. It lacks the explicit branding focus that co-branding conveys.
Option B: 'co-branding' — This is the precise concept where two (or more) established brands collaborate on a single product or offering to leverage each brand's equity, audience, and credibility. The goal is mutual benefit through shared recognition and perceived value.
Option C: 'licensing' — Licensing involves one brand allowing another entity to use its brand name, logo, or characters under a licensing agreement, typically for a product produced by a third party. It is about rights to use the brand, not joint branding on a single product to capitalize on both equities.
Option D: 'brand extension' — Brand extension refers to using an existing brand name to enter a different product category or market, leveraging brand familiarity rather than combining two distinct brands on the same product. It taps into the parent brand’s equity, not the equity of two separate brands.
In summary, each option represents a different branding practice, but only co-branding directly describes the act of capitalizing on the brand equity of two separate brands by presenting a combined branded product.

Essentials of Marketing (H) - Syracuse University MAR301 - 3 - Montenegro - Preparatory Academy - 1st Semester - 2025/2026 Unit 4: Product and Price Decisions Exam

When a product tries to capitalize on the brand equity of two separate brands, marketers are using

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Essentials of Marketing​ (H) - Syracuse University MAR301 - 3 - Montenegro - Preparatory Academy - 1st Semester - 2025/2026 Unit 4: Product and Price Decisions Exam

When a product tries to capitalize on the brand equity of two separate brands, marketers are using

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Log in for full answers

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A food brand combined two of its restaurant chains into one store space to appeal to diverse market segments. The strategy followed by this brand is Blank ______.

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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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Essentials of Marketing (H) - Syracuse University MAR301 - 3 - Montenegro - Preparatory Academy - 1st Semester - 2025/2026 Unit 4: Product and Price Decisions Exam