Strategy Analysis Based on Word-of-Mouth Marketing to Address Consumer Perception in the Rebranding of the Barbie Movie

Abstract

This study explores how the Barbie movie played a pivotal role in the brand’s rebranding strategy, utilizing film as an effective tool to address long-standing challenges. The research examines how the Barbie brand, through narrative and marketing strategies, tackled issues such as gender stereotypes, unrealistic body image standards, limited career perceptions for girls, and declining market competitiveness. By adopting the PESO model and STEPPS principles, the study delves into the deconstruction of gender roles, the reconstruction of Barbie’s brand image, and the enhancement of brand influence through word-of-mouth communication. The findings reveal that the movie successfully rebuilt the brand’s image and reinforced its social responsibility, thereby improving consumer perception. Additionally, the film medium proved highly effective in elevating Barbie’s competitiveness in the modern market by helping it break free from traditional image constraints. This analysis provides valuable insights for brands seeking to leverage film as a medium for rebranding and enhancing market presence.