H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services like mortgages and investment advice.Block has great brand recognition,but consumers only care about it four months out of the year.H&R Block is attempting to _____ itself to make people think of it as a company offering services year-round.
A) reposition
B) reengineer
C) demarket
D) undifferentiate
E) niche

Question

Quizplus · Accepted Answer

Repositioning means changing the customers' perceptions of a brand in relation to competing brands.

H&R Block Launched a $100 Million Marketing Campaign to Parlay