Vanity Fair, the Makers of Lee Jeans, Learned from Market

question 23

Multiple Choice

Vanity Fair, the makers of Lee jeans, learned from market research that young men perceived the brand as being for women. As a result, they developed an advertising campaign targeted to young men and used Buddy Lee, which is a little doll in dungarees that is portrayed as "cool," to alter this market's perception of this brand. Vanity Fair's deliberate decision to significantly alter the way the market views its brand is an example of _____.

• A) product positioning
• B) product repositioning
• C) brand extension
• D) brand leveraging
• E) brand revival

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Definitions:

Formal Letter

A written communication following specific conventions, designed for official, business, or professional contexts.

Bad-News Portion

The segment of communication specifically designed to convey disappointing or negative information.

Sugarcoat

To make something appear more pleasant or acceptable by concealing its true nature or details.

Digital Media

Content or communication exchanged via digital devices, including text, audio, video, and graphics.