Originally the brand name Mountain Dew referred to illegally produced alcohol (moonshine) and their ads depleted "Willie and Hillbilly "exclaiming "Yahoo, Mountain Dew

Marketing Dec 22, 2020

Originally the brand name Mountain Dew referred to illegally produced alcohol (moonshine) and their ads depleted "Willie and Hillbilly "exclaiming "Yahoo, Mountain Dew." Now Mountain Dew's ad feature actors participating in extreme sports. This is an example of repositioning in a brand by changing consumers' _____.

a. implicit memory

b. graded structures

c. objective comprehension

d. produce prototypes

e. schema for the brand

Expert Solution

Option e. schema for the brand is correct.

Brand schema is the way that consumers judge a brand and make an opinion about it in their minds. It is affected by the type of advertisement that a brand shows to the public.

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