Question

The Victorinox Swiss Army Company is well known for its Swiss Army knives. The company also makes and markets its Swiss Army brand of watches, travel gear, cutlery, and even fragrances. This represents a _____ strategy.

Answer 1

Brand extension

Step-by-step explanation:

Brand extension strategy or tool of marketing, where the firm or organization marketing the product along with a well developed image using the same brand name in different kind of category of the products.

This strategy or tool is used by the firms or the organizations as it increase and the leverage the brand equity.

So, in this case, the company makes as well as markets its brand of cutlery, watches, gear and travel. Therefore, this states or define the brand extension or also known as brand stretching.