Using an existing brand name to introduce a product that is new to the company into a totally new, unfamiliar market seems like a good idea. Several years ago, disposable pen, lighter, and razor maker Bic introduced perfume under the Bic brand name and it failed quickly. This innovation strategy is known as a

A. radical invention.
B. product line extension.
C. disruptive innovation.
D. product deletion.
E. brand extension.

Answer: E. brand extension.