Porsche repositioned its automobile brand via a gender-bending strategyit launched a brand extension into the sports utility
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Porsche repositioned its automobile brand via a gender-bending strategyit 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. Discuss some negative implications of repositioning an identity brand such as Porsche (be concrete and explain in detail)
Related Book For
Corporate Finance Core Principles and Applications
ISBN: 978-0077905200
3rd edition
Authors: Stephen Ross, Randolph Westerfield, Jeffrey Jaffe, Bradford
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