Question

Consumers are fickle, so companies will go to great lengths to keep their interest and attract new customers. One example is the recent trend of “rebranding,” or corporations changing their name or look in an attempt to seem new and interesting. This is an expensive gamble. Do it right and a company gets positive buzz and a bump in the bottom line. Do it wrong, and a company becomes a laughingstock with a lot of former customers looking elsewhere.

"One example of rebranding is Dunkin’ Donuts changing its name to Dunkin’. Marketing experts think this is likely to go over well. It retains most of the familiar name, while shifting focus to the company’s most profitable product, coffee. It feels customer friendly. As the CEO says, 'Friends use first names.'

"In contrast, Weight Watchers’ decision to rename itself WW seems destined for disaster. What is WW supposed to mean, anyway? Something about wellness apparently, but it’s not very catchy and may just remind people of the World Wars. Marketers also note that WW is awkward to say out loud which will make it harder to promote."

Which sentence below is a minor supporting detail of the reading?



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Answer 1

The minor supporting detail is the CEO's quote about using first names, which supports the consumer-friendly image Dunkin’ aimed for in its rebranding.

Step-by-step explanation:

The minor supporting detail in the provided reading is the sentence “As the CEO says, 'Friends use first names.'” This sentence offers an example of the consumer-friendly approach that Dunkin’ Donuts aimed to achieve by rebranding itself to Dunkin’. While this detail supports the overall idea that companies go to great lengths to keep customer interest through rebranding, it is not a major point in the explanation of branding strategies or the potential risks and rewards of rebranding.