Weight Watchers rebrands to WW /

Weight Watchers has rebranded itself to WW, where the emphasis is wellness, with Oprah Winfrey as a shareholder and spokesperson. Critics see the WW rebranding as superficial, with a continued focus on weight loss, and believe people should feel comfortable at their current weight. Initially, the sh...

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Bibliographic Details
Main Authors:	Osland, Asbjørn (Author), Clinch, Nanette (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2020.
Series:	SAGE Business Cases.
Subjects:	WW International > Marketing > Case studies. Branding (Marketing) > Case studies. Stratégie de marque > Études de cas. Branding (Marketing) Marketing Electronic books. Case studies Case studies. Études de cas.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Weight Watchers has rebranded itself to WW, where the emphasis is wellness, with Oprah Winfrey as a shareholder and spokesperson. Critics see the WW rebranding as superficial, with a continued focus on weight loss, and believe people should feel comfortable at their current weight. Initially, the shift to wellness with Winfrey's investment and support brought about membership growth and increases in revenues and share price in 2017. However, WW shares have declined due to a fall in subscriptions in early 2019; a decline so great that law firms were suing WW's management for violation of U.S. Securities and Exchange Commission (SEC) rules. The rebranding was not enough to put WW on a trajectory of increasing profits. WW's promotion of their Freestyle program, an approach to weight loss and maintenance in the wellness context, espoused by Oprah Winfrey, has not led to sustained earnings growth.
Physical Description:	1 online resource.
Bibliography:	Includes bibliographical references and index.
ISBN:	9781529710014 1529710014