Question

Porsche repositioned its automobile brand via a gender-bending strategy—it launched a brand extension into the sports utility vehicle category, the Porsche Cayenne, to appeal to women, particularly suburban soccer moms. The Cayenne was Porsche’s first vehicle that is not a sports car. Repositioning an identity brand such as Porsche can have a negative consequence because:

a) the Porsche brand equity could be damaged if the Cayenne fails.

b) all of the choices are potential negative consequences.

c) existing customers can blog that the Cayenne is not a real Porsche.

d) the Porsche brand equity could be devalued among existing customers.

e) current Porsche loyalists could abandon the brand.

Answer 1

b) all of the choices are potential negative consequences.

Step-by-step explanation:

a) Like any automobile model the bran will suffer if it fails.

c) other custoemr from the brand won't identify the model as part of the brand. Thus, will not recommend or try to acquired as is not in his idea of what is a Porsche

d) existing customer will see the imagine of Porsche shapeshifting and end up not seeing as deportive nor urban model. The brand cannot susceed in opposite market niche.

e) A possibility of person changing their model to a more sports focus brand can occur.