H&R Block launched a $100 million marketing campaign to parlay the company's intimate knowledge of 20 million customers' finances into other services such as mortgages and investment advice. H&R Block has great brand recognition, but consumers care about it only four months out of the year. What do its executives believe they can use to make people think of it as a company offering services year-round?
A)repositioning
B)reengineering
C)demarketing
D)niche marketing

Question

Quizplus · Accepted Answer

Repositioning involves changing the perception of a brand in the minds of consumers. H&R Block's executives may believe that by highlighting their expertise in financial services beyond just tax preparation, they can alter the perception of the company as a "tax season only" business and instead position it as a year-round provider of financial services.

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