Discussion: Brand Reinvention
In this discussion, you will evaluate a brand that reinvented itself and is in the growth stage to identify necessary components for brand reinvention.
Select one of the following reinvented brands to evaluate or one of your own choosing:
• Converse
• Old Spice
• Hostess Twinkies
• Polaroid
• Lego
Using justification from this week's readings and resources, address the following:
• What went wrong with the brand that led it to reinvent itself?
• Comparing its old brand identity to its new one, what marketing strategies did the brand apply to reinvent itself? What was successful about these strategies? How do these strategies help to connect the brand with new consumers?
• What is the role of internal and external stakeholders in the reinvention of the brand? For example, what is the role of ad agencies in positioning a brand for reinvention?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.