Ella Had Been Using an Imported Brand of Shampoo for Several

question 112

Multiple Choice

Ella had been using an imported brand of shampoo for several years, but she could no longer find it anywhere. As she was considering what kind of shampoo to try, she was surprised to see ads for Procter & Gamble's Head & Shoulders being promoted as a glamorous health-oriented product. She had always thought of Head & Shoulders as an anti-dandruff shampoo. The new ads suggest that Head & Shoulders has been

• A) rebranded.
• B) reformulated.
• C) licensed to a premium shampoo manufacturer.
• D) extended as a brand.
• E) co-branded.
• Head & Shoulders has been rebranded (also referred to as brand repositioning) to give it a health-oriented image. Although that it may have been reformulated, it is equally likely that the rebranding consists strictly of changes in positioning and marketing communications.

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Definitions:

Positive Therapy Effect

Refers to the beneficial outcomes of therapy, such as improved emotional state, cognitive functioning, or behavior, as a result of therapeutic interventions.

Academic Journal

A professional publication that presents original research, reviews, or scholarly articles in a specific academic field.

Unwanted Effect

An undesirable or harmful outcome resulting from an action or medication.

Negative Therapy Effect

An adverse outcome in psychotherapy where the patient's symptoms worsen instead of improving.