In January 2003,Philip-Morris Companies,Inc. ,and Kraft Foods became the Altria Group.The change in name reflected the fact the company has changed itself structurally,behaviorally,and culturally.The new name was designed to focus attention on the company's superior performance,financial strength,and its commitment to integrity and corporate responsibility.Which of the following statements about the communications objectives the company would have most likely used as part of this repositioning strategy is true?

Question

Quizplus · Accepted Answer

A repositioning strategy such as changing the name of the company would require a longer-term communications objective compared to creating brand awareness. This is because the objective would be to change the perception of the company among its stakeholders rather than just creating awareness about its existence. Additionally, the change in name and repositioning would require a significant cultural shift within the company, and this cannot be achieved overnight. Hence, it would take longer to accomplish than an objective designed to create brand awareness.