Which of the following is not true regarding a brand extension strategy?
A. Firms must make sure that the extension lives up to the quality consumers expect from the brand.
B. A brand extension strategy allows new products to profit from recognition the brand already enjoys.
C. A brand extension strategy is the same thing as a product extension strategy.
D. It is best to have high brand equity before pursuing a brand extension strategy.
E. Brand extensions must be implemented with an eye towards avoiding cannibalization.
Answer: C
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