In the 1970s, Michelob beer changed its advertising messages frequently and saw sales plummet. Slogans like "Weekends were made for Michelob," "Put a little weekend into your weekday," and "Special times deserve a special beer" had consumers checking their calendars to find the right time to drink a Michelob. Michelob was suffering from the positioning error of ________.
A) underpositioning
B) doubtful positioning
C) overpositioning
D) confused positioning
E) repositioning

Question

Quizplus · Accepted Answer

Michelob's frequent changes in advertising messages and the mixed signals sent by its slogans led to confused positioning. Consumers were unsure of when it was appropriate to drink Michelob, indicating a lack of a clear, consistent brand image or position in the market.

In the 1970s, Michelob Beer Changed Its Advertising Messages Frequently