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Relevant bibliographies by topics / Brand Repositioning

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Journal articles

Academic literature on the topic 'Brand Repositioning'

Author: Grafiati

Published: 4 June 2021

Last updated: 20 February 2023

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Journal articles on the topic "Brand Repositioning"

1

Joo, Bo Ra, and Hye-Young Kim. "Repositioning luxury fashion brands as intentional agents: the roles of consumer envy and admiration." Journal of Fashion Marketing and Management: An International Journal 25, no. 4 (2021): 606–24. http://dx.doi.org/10.1108/jfmm-06-2019-0135.

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PurposeBuilding on the Brands as Intentional Agents Framework (BIAF), the aim of this study is to demonstrate the effectiveness of social media marketing (SMM) as a tool to communicate luxury fashion brands' good intentions toward the general public.Design/methodology/approachA sample of 488 US female consumers was used to test a conceptual model delineating the sequential linkages from luxury fashion brands' intentions to brand emotions (i.e. envy vs admiration) and to consumer–brand relationships (i.e. emotional brand attachment and brand forgiveness). Structural equation modeling (SEM) was

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2

Nagar, Komal. "Can Maruti Suzuki’s wagonr steer through the repositioning drive?" Emerald Emerging Markets Case Studies 11, no. 4 (2021): 1–26. http://dx.doi.org/10.1108/eemcs-03-2020-0068.

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Case overview Maruti Suzuki India Limited (MSIL), a joint venture between Maruti Udyog Limited, India and Suzuki Motors, Japan, is considering repositioning its WagonR brand amidst issues of overall decline in sales in the automobile industry. With a market share of more than 53%, MSIL is the market leader in passenger vehicle segment in India, yet it is facing difficulties in driving up sales. The company’s portfolio comprises entry-hatch, mid-hatch, premium-hatch, sedan, SUV/MUV, crossover and van. The case dilemma involves the decision that MSIL’s management should take for the repositionin

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3

Jung, Ok Jeon, Hyung-Shik Jung, Sukekyu Lee, and Eun Mi Lee. "Successful Brand Revitalization of Parkland through Brand Repositioning Strategy." ASIA MARKETING JOURNAL 16, no. 3 (2014): 101. http://dx.doi.org/10.15830/amj.2014.16.3.101.

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4

Sandhu, H. S., and Mandeep Kaur. "Repositioning Strategies For Passenger Cars-A Segment-Wise Empirical Study Using MDS And Cluster Analytic Approach." Paradigm 9, no. 2 (2005): 35–49. http://dx.doi.org/10.1177/0971890720050205.

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Brand positioning and market segmentation appear to be the hallmarks of today's marketing research. A company cannot serve all customers in a broad mass market. The customers are too numerous and diverse in their buying requirements. Thus, company needs to identify the market segments it can serve effectively. By segmenting the market, .firms can better understand their customers and target their marketing efforts efficiently and effectively. Thus positioning and segmentation go side by side. This study attempts to carry out benefit segmentation of the passenger car market and suggests reposit

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Taimoor, Sadaf, Fizah Wasti, Qurat Ul Ain Adil, Sikander Raees, and Umair Arshad. "Brand repositioning: a case of Ufone, Pakistan." Emerald Emerging Markets Case Studies 12, no. 2 (2022): 1–20. http://dx.doi.org/10.1108/eemcs-06-2020-0216.

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Learning outcomes In the light of the case and the accompanying case questions, the students should understand:1. The theoretical underpinnings of the brand positioning and brand repositioning.2. Critical evaluation of marketing communication material in the light of theoretical underpinnings.3. The nuances of operating in emerging markets in technology-driven sectors.4. The intricate link between the business goals and communication goals5. The application of the attention-interest-desire-action model and the brand media wheel when translating business strategies into communication strategies

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Utari, Rini, and Ratih Hurriyati. "PENGARUH KINERJA REPOSITIONING TERHADAP BRAND EQUITY (Survei pada Konsumen Pengguna Sabun Mandi Cair Lux di Griya Kopo Permai)." Journal of Business Management Education (JBME) 1, no. 1 (2016): 83–99. http://dx.doi.org/10.17509/jbme.v1i1.2280.

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Perkembangan dunia bisnis mengalami kemajuan yang semakin meningkat, baik yangbergerak di bidang manufaktur, perdagangan maupun yang bergerak di bidang jasa termasukindustri sabun mandi cair. Dalam dunia bisnis selalu berusaha untuk mencapai tujuan yangtelah ditetapkan sebelumnya. setiap perusahaan dituntut untuk melakukan strategi yang tepatdalam menghadapi persaingan usaha yang semakin ketat. Upaya yang dilakukan oleh PT.Unilever Tbk dengan merek Lux untuk meningkatkan brand equity yaitu dengan melakukanstrategi repositioning yang diindikasikan akan berpengaruh terhadap brand equity sabunman

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7

Souza, Juliana Lopes de Almeida, Rachel Farias do Patrocínio, Mariana de Oliveira Costa, and Samara de Oliveira Sá. "RE- BRANDING: Study on the repositioning of Banco Intermedium (Banco Inter)." Archives of Business Research 7, no. 10 (2019): 132–44. http://dx.doi.org/10.14738/abr.710.7233.

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This study addresses the brand repositioning of Banco Intermedium. The objective of the study was to understand what the brand positioning was like for some years and how it has been working its repositioning since 2017. We also seek to investigate how the repositioning contributed to the improvement of the institution's image and performance in the marketplace. As a methodology, secondary data searches were adopted through the Internet, through the brand's websites and online social networks, and as a method for obtaining primary data, interviews were conducted with clients, and with a brandi

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8

Kervyn, Nicolas, Michael Breazeale, and Iskra Herak. "Cara Pils, a brand despite itself." CASE Journal 14, no. 1 (2018): 69–87. http://dx.doi.org/10.1108/tcj-06-2017-0056.

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SynopsisCara Pils is the private label beer brand of Colruyt, the biggest supermarket retailer in Belgium. As a true private label brand, Cara Pils has never been advertised. In 2015, Colruyt undertook an initiative to reposition its numerous private label brands under two larger private label brands. Unexpectedly, customers were incensed by this initiative, came out in droves and took the matter to social media hoping to lament the demise of their beloved brand. This case study investigates the roots of this strong brand attachment and the consequences for its brand management.Research method

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9

Elrod, Cassandra C., William J. Daughton, Susan L. Murray, Caroline M. Fisher, and Barry B. Flachsbart. "Repositioning An Academic Department To Stimulate Growth." American Journal of Engineering Education (AJEE) 2, no. 1 (2011): 1–18. http://dx.doi.org/10.19030/ajee.v2i1.4272.

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The complexity of the market in higher education, and the lack of literature regarding marketing, particularly branding, at the academic department level, presented an opportunity to establish a systematic process for evaluating an academic department’s brand meaning. A process for evaluating a brand’s meaning for an academic department is developed in this paper using Keller’s Customer Base Brand Equity model. This process will aid academic departments experiencing perception problems or wishing to improve their brand to better understand their existing brand meaning and assess the alignment

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10

Kiburu, Lydiah, and Edward Mungai. "Equity bank: repositioning as a fintech." Emerald Emerging Markets Case Studies 12, no. 4 (2022): 1–37. http://dx.doi.org/10.1108/eemcs-03-2022-0069.

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Learning outcomes The learning objectives of this case include: ▪ Outline the brand repositioning approaches that Equity Bank used in its various stages of growth. ▪ Identify the impact of Equity’s brand repositioning in supporting its growth. ▪ Develop a brand repositioning framework for Equity bank as a fintech. ▪ Identify the theoretical frameworks that informed Equity’s brand repositioning during the various growth stages. ▪ Suggest a theoretical framework that would help Equity to reposition the new brand in the market. Case overview/synopsis In March 2020, the Government of Kenya declare

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