Asked by Christy Zavala on Jul 22, 2024
Verified
Are emotionally positioned brands more likely to suffer a backlash to a crisis than functionally positioned ones?
A) No, functionally positioned brands are more at risk.
B) There will be no difference in response.
C) Yes, emotionally positioned brands are more at risk.
D) It depends on what category the brands are in.
Emotionally Positioned
Designed or marketed in a way that appeals to the emotional responses or sensitivities of the target audience.
Functionally Positioned
A marketing strategy where a product is promoted based on its functional attributes and the benefits it offers to consumers.
Backlash
A strong negative reaction or opposition arising in response to an action or decision.
- Grasp how emotionally and functionally positioned brands differently affect consumer backlash during crises.
Verified Answer
KC
Kaykay Crockett CrockettJul 24, 2024
Final Answer :
C
Explanation :
Emotionally positioned brands are more at risk during a crisis because their connection with consumers is based on emotional ties and trust. When a crisis occurs, this trust can be broken, leading to a stronger backlash compared to functionally positioned brands, which are chosen based on practical attributes rather than emotional connections.
Learning Objectives
- Grasp how emotionally and functionally positioned brands differently affect consumer backlash during crises.