Originally the brand name Mountain Dew referred to illegally produced alcohol (moonshine)and their ads depicted "Willie the Hillbilly" exclaiming "Yahoo,Mountain Dew." Now Mountain Dew's ad feature actors participating in extreme sports.This is an example of repositioning a brand by changing consumers'
A) schema for the brand.
B) graded structures.
C) product prototypes.
D) objective comprehension.
E) implicit memory.

Question

Quizplus · Accepted Answer

Repositioning a brand involves changing consumer's schema for the brand, which includes altering the perceptions and associations they have with the brand. In the case of Mountain Dew, the brand shifted from being associated with moonshine and hillbilly culture to extreme sports, which required changing the schema consumers had for Mountain Dew.

Originally the Brand Name Mountain Dew Referred to Illegally Produced