Reference no: EM132190223

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.

For claims about the product, positioning statements should:

a) focus only on the points of differentiation between this brand and others.

b) avoid any reference to points of similarity with competitor brands.

c) focus on the single, most important value claim.

d) cite all of the benefits that the brand offers.