Help please Consumers are always looking for something newer and better, so companies have to change to keep their business and attract new
customers. One way corporations do this is by “rebranding,' which is changing their name or logo in order to seem new and interesting.
Jacqui Benson, who teaches at the Simpson School of Business, calls rebranding an expensive gamble. She says with so much on the line,
companies should always hire a marketing firm to guide them through the process. Do it right and you get positive buzz and an increase in
customers and earnings. Do it wrong, and you become a laughingstock who has a lot fewer customers.
"One example of rebranding is Dunkin' Donuts shortening its name to Dunkin'. Professor Benson, who is working as an advisor to the
coffee and donut chain, thinks this is likely to go over well. The new name is familiar but shifts the focus to coffee, which is actually their
best-selling product. It may even make customers feel more welcome than before: as the Dunkin' CEO says, 'Friends use first names.'
"In contrast, in 2018 Weight Watchers decided to rename itself WW to broaden its focus on health. This move seems destined for
disaster. When asked about the change, Benson, who has not worked with the company, shook her head and shrugged, 'Weight Watchers,
that name tells you exactly what it's about. WW, what is WW going to mean to anybody? The first thing that came into my head was the
World Wars. It's not very catchy. She added that she'd heard a public relations expert point out that WW is very awkward to say out loud,
which will make it harder to promote."
Identify an opinion disguised as fact in the reading.
A-She added that she'd heard a public relations expert point out that WW is very awkward to say out loud, which will make it harder to
promote.
B-One way to do this is "rebranding," which is when a corporation changes its name or logo in order to seem new and interesting.
C-Coffee is actually their best-selling product.
D-In contrast, in 2018 Weight Watchers decided to rename itself WW to broaden its focus on health.