Which of the following path is not suggested by Keller (1999) as one of the alternatives that a firm can take after brand audit?
A) Retiring and/or consolidating brands
B) Improving brand image
C) Acquiring a new brand
D) Expanding brand awareness

Question

Quizplus · Accepted Answer

Keller (1999) suggests several alternatives after brand audit, including retiring and/or consolidating brands, improving brand image, and expanding brand awareness. However, acquiring a new brand is not mentioned as one of the alternatives. Keller (1999) suggests that once a brand audit has been done, the important brand associations will be better understood, and the firm will be able to take one or more of the following paths: (1) expanding brand awareness, (2) improving brand image, (3) balancing both old and new target segments, and (4) retiring and/or consolidating brands.

Which of the Following Path Is Not Suggested by Keller