Mattel is trying several different strategies to sustain brand growth in slow markets.It has developed a line of high-fashion clothes to be sold under the Barbie label as well as a perfume for preteen girls.In another move,it announced Barbie would "spend some time apart" from Ken,her long-term male doll companion.In addition,Mattel has developed a line of women's clothing under the Barbie label.Sales of Barbie were flat in 2005 and fell in 2006.What is Mattel doing to the Barbie brand in order to grow?
A)repositioning it
B)demarketing it
C)reverse engineering it
D)showcasing it

Question

Quizplus · Accepted Answer

Repositioning is changing consumers' perceptions.Mattel wants the Barbie brand to be viewed as a variety of products-not just the doll and its accoutrements.

Mattel Is Trying Several Different Strategies to Sustain Brand Growth