SwissAir recently tried to expand,but because of a variety of reasons,it failed and had to declare bankruptcy.Prior to declaring bankruptcy,SwissAir engaged in several cost-cutting efforts,which alienated its customer base.After much effort,the company began operations again with the hope of attracting its previous customers back.Because it feared that a _____ strategy would not undo the damage to the brand name,the company opted for a totally new name and new look.
A)segmentation
B)differentiation
C)repositioning
D)probability

Question

Quizplus · Accepted Answer

Repositioning involves changing the perception of a brand in the minds of consumers. Given that SwissAir had lost its customer base due to cost-cutting efforts, repositioning would be the most suitable strategy to try and regain customer trust. However, the damage to the brand name was so severe that the company opted for a new name and look instead of attempting to reposition the existing brand.

SwissAir Recently Tried to Expand,but Because of a Variety of Reasons,it