The first place to look in turning around the fortunes of a brand is to reject what the sources of brand equity were to begin with.

Question

Quizplus · Accepted Answer

This statement is incorrect. To turn around the fortunes of a brand, it is important to understand and build upon its existing brand equity. Only then can a brand develop a strong strategy to move forward and strengthen its position in the market. Rejection of existing brand equity can lead to confusion and alienation of existing customers, as well as make it difficult to attract new ones.

The First Place to Look in Turning Around the Fortunes