Dell used its brand to enlarge into new areas like lcd and televisions.
Dell is engaged in a Category extension.
What is Category Extension?
Category or Brand Extension is a strategy by which, a corporation uses the same brand to enter into a completely unrelated product segment. the corporate leverages on the brand equity and success of its existing brand to introduce the new product to increase market acceptance.
What is a category extension in marketing?
A category extensions is when an existing name is applied to a product category that is new to the firm. The study is conducted supported exclusively written data whereas a presentation of textual. analysis will appear
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