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. 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

Mattel is repositioning the Barbie brand by offering high-fashion clothes and a perfume line for preteen girls, as well as announcing a separation from Ken to appeal to a wider audience and sustain growth in slow markets.

Mattel Is Trying Several Different Strategies to Sustain Brand Growth