Running Head: JAZZERCISE REBRANDING AND MISSION ALIGNMENT
Jazzercise Rebranding and Mission Alignment
Institution of Affiliation
JAZZERCISE REBRANDING AND MISSION ALIGNMENT
Jazzercise is a choreographed exercise program that has for a long time been
associated with aerobics dating back to 1980. As form 2015, the physical fitness company
launched a campaign aimed at rebranding itself. The company has concentrated on attracting
women into its aerobic programs and exercises with dances being the main activity. Judi
Sheppard Missett was instrumental in creating aerobics technique at the company and made
tremendous progress in its missions and objectives in 1969.
As the founder of Jazzercise, she revolutionized the corporate mission of the company
to align it with the rebranding strategy. She also ensured that the rebranding matched the
definition of the products and services offered by the company by differentiating the
company from its competitors. Judi Missett also ensured that the current competitors of the
company were completely outsmarted in the rebranding strategy. In the long run, the
company achieved effectiveness in its rebranding strategy.
Corporate Mission and Rebranding Alignment with It
The company’s corporate mission is “to create and teach fitness lessons that would
transform the body and life of its clients. As such, ...