Take a look at the “Product repositioning” section starting on p. 170 of your Consumer…

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Take a look at the “Product
repositioning” section starting on p. 170 of your Consumer
Behavior text. It details the change in wording and theslogans used to
change the public’s perception and acceptance of “secondmortgages”
by calling them “home equity loans” and suggest that this had arole
in the recent real estate financial troubles. 

Describe one other product or service that has undergone similarchanges in
what it was called or how it was promoted and marketed to thespecific segments
of the public.

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