Discussion: Jazzercise – The Rebrand

Jazzercise has long been associated with 1980s aerobics. In early 2015, the company launched a rebranding campaign. Review Chapter 2 in the text and the resources for Jazzercise, then address the importance of the following:

Corporate mission and rebranding alignment with it
Defining features of the product/service
Current competitors
How the company is differentiating itself from competition
What is your substantiated opinion of the potential rebrand effectiveness?

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Jazzercise

Introduction

Jazzercise is a company with a dance-based exercise program that is meant mainly for women. In a long time, Jazzercise has been associated with 1980s aerobics. However, in early 2015, a rebranding campaign was launched by the company that saw various changes.

The Corporate Mission and Rebranding Alignment.

The mission is to establish and teach fitness classes with the capability of transforming one’s body and his/her life. In other words, the mission is to provide bass-dropping and a pulse-pounding fitness program designed to get results fast.

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