Running Head: MARKETING
Consumer Behavior Question
Question one; Discuss why Frito-Lay felt it needed to rebrand its Doritos brand?
It is ascertainable that business establishments which fail to employ the prospects
affiliated to rebranding face the possibility of being outmatched by the competition. Therefore
having to Frito-Lay, having a stronger brand image meant that they were in every essence
serving the needs of their existing customer base.
The management fraternity felt that their brand needed a new look since it is presumable
that before the context period of performing the rebranding stance, the prevailing consumer
fraternity had started to consider other new-coming substitutes which had a somehow significant
appeal to the broader audience (Hawkins & Mothersbaugh, 2010). Therefore, it meant that the
demand for the same was also higher. Hence the ideal intention behind the ideology of engaging
on rebranding was to induce the demand prospects for the Dorito brand.
It is relatively imperative that Frito-Lay decided to undertake the strategy of rebranding
their products, but the reason behind it was not to only induce the demand alone. The existence
of an increase in demand outcome pa...