Summarize the steps in brand revitalization, and name an example of a brand that has been revitalized
What will be an ideal response?
Brand revitalization begins with understanding the original sources of brand equity and evaluating changes in negative and positive associations. Based on this information, the marketers decide whether to retain the same positioning or create a new one and, if so, which new one. If the actual marketing program is the source of the problem, a back-to-basics strategy may make sense. In other cases, the old positioning is no longer viable, so a reinvention strategy is necessary. The challenge is to change enough to attract some new customers without alienating old customers. Examples named in the text are Cadillac, Fiat, and Volkswagen. Students may name a different example.
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Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings
Indicate whether the statement is true or false
Jason works as a night cashier in a convenience store. One night a man enters the store, points a gun at Jason, and says "Give me the money in the cash register, or I'll shoot you." Jason's heart beat and pulse rate increase dramatically
The stressor in this situation is Jason's physiological changes. Indicate whether the statement is true or false.