Relevant bibliographies by topics / Brand Repositioning

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

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"

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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 (January 15, 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 performed to test the measurement and structural models.FindingsThe results indicated that luxury fashion brands' “populist” intentions had a positive impact on consumer admiration. Both consumer envy and admiration had positive effects on emotional brand attachment and brand forgiveness. However, admiration had a stronger effect than envy on these relational consumer responses.Originality/valueThis study identified that luxury fashion brands, frequently stereotyped as exclusive, can become brands admired by mass-market consumers by expressing warmth on social media. Drawing on social psychological perspectives and the BIAF, this study adds to the literature on luxury brands' social media communication by demonstrating the effectiveness of brand warmth to induce consumers' strong relational outcomes.
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Nagar, Komal. "Can Maruti Suzuki’s wagonr steer through the repositioning drive?" Emerald Emerging Markets Case Studies 11, no. 4 (November 26, 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 repositioning of WagonR, a compact hatchback, at a time when the automobile industry is showing no signs of recovery. Is it opportune to reposition WagonR, given the current situation of the passenger car market in India? If yes, what can MSIL learn from its past positioning efforts and how can it use insights about consumers’ current perceptions of WagonR’s brand image to arrive at a repositioning decision? Leaning objectives Using the case will help address the following objectives: to expose students to the challenges of repositioning an established brand; appreciate the need for and importance of repositioning established brands; evaluate existing positioning and market conditions for making a sound decision; and develop analytical skills that will prepare them to make decisions in real business scenarios. Complexity academic level The study is suitable for Masters level students in courses on Marketing Management, but it can also work well in elective courses such as brand management. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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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 (October 31, 2014): 101. http://dx.doi.org/10.15830/amj.2014.16.3.101.

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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 (July 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 repositioning strategies for the existing brands of passenger cars in the identified segments. The study is based on a sample of 303 car owners/ potential buyers from the major cities of the state of Punjab and union territory Chandigarh. Eleven brands of cars alongwith an Ideal (Imaginary) brand are considered. Advanced multivariate techniques, viz., Cluster analysis and Multidimensional Scaling (MDS) were used for data analysis. Results of the analytical study brings out two segments of respondents on the basis of benefit segmentation and also identified position of Ideal brand vis-à-vis other brands. Study further reveals that Ideal brand is away from all other brands (considered in the study) as far as segment I is concerned. However, Zen and Santro can very well be stretched towards the most preferred Ideal brand using various repositioning strategies. In case of segment II, Zen is observed to be closer to the ideal brand.
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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 (August 4, 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. Case overview/synopsis It was in June 2016, when Asad Haroon, the young head of brands at Ufone, a Pakistani originated telecom operating company, was posed with a challenge of dwindling subscriber identity module card sales, deteriorating average revenue per user and an exponential increase in customer churn. The telecom industry itself was in a flux due to various factors such as changes in the regulatory frameworks and technological shifts.Asad felt that the reason for the brand’s decline might be the lack of synergy between the business strategy and the brand’s communication strategy.Asad knew that he would have to make some unpopular choices and review his brand’s communication strategy which had not yet proved to create a harmony between communication goals and business goals. However, he was unsure about how and if at all he should go about changing a marketing legacy and the brand’s positioning which had reigned the minds of his peers and his customers for so long. Complexity academic level This case is aimed toward undergraduate students enrolled in courses of principles of marketing, marketing communications and corporate media strategy. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing
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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 (June 14, 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 sabunmandi cair Lux.Penelitian ini bertujuan untuk 1) memperoleh temuan mengenai gambaran Kinerjarepositioning 2) memperoleh temuan mengenai gambaran brand equity sabun mandi cairLux3) memperoleh temuan mengenai seberapa besar Pengaruh Kinerja RepositioningTerhadap Brand Equity Sabun Mandi Cair Lux. Objek penelitian ini adalah konsumenpengguna sabun mandi cair Lux di Griya Kopo Permai. Variabel bebas pada penelitian iniadalah Kinerja Repositioning terhadap brand equity sebagai variabel terikat. Jenis penelitianyang digunakan adalah deskriptif dan verifikatif. Metode yang digunakan adalah explanatorysurvey dengan teknik systematic sampling terhadap sampel sebanyak 80 responden. Teknikanalisis data yang digunakan adalah regresi linier sederhana dengan alat bantu softwarekomputer SPSS 21.0 for windows.Hasil yang diperoleh pada penelitian ini menyatakan bahwa Kinerja Repositioningmempunyai pengaruh terhadap brand equity sebesar 57,2%. Dari hasil penelitian terhadappengujian hipotesis dapat diketahui bahwa Kinerja Repositioning memiliki pengaruh yangpositif dan signifikan terhadap brand equity.Penulis merekomendasikan agar perusahaan meningkatkan kinerja Repositioning yangdisesuaikan sebagai upaya meningkatkan brand equity sabun mandi cair Lux.
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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 (October 29, 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 branding specialist and employee of Banco Inter, in order to understand the internal and external perception of the brand.
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Kervyn, Nicolas, Michael Breazeale, and Iskra Herak. "Cara Pils, a brand despite itself." CASE Journal 14, no. 1 (January 2, 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 methodologyThis case is built on primary (one in-depth interview and two focus group) as well as secondary data sources (previous research and web information).Relevant courses and levelsThis case is designed to be used in a marketing management or brand strategy course for students that already followed an introduction to marketing course or for students at a master level.Theoretical basesThis case should provide the basis of discussions on the topics of brand management, private-label brands, repositioning strategy, brand portfolio management, brand architecture, brand equity, brand elements, brand nostalgia, and consumers’ relationships with brands.
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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 (May 12, 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 between the student market perception and the industry market perception. This systematic process for evaluating a brand’s meaning is presented as applied to a case study.
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Kiburu, Lydiah, and Edward Mungai. "Equity bank: repositioning as a fintech." Emerald Emerging Markets Case Studies 12, no. 4 (December 7, 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 declared a lockdown to slow down the spread of the Covid-19 pandemic. The lockdown of entire economic sectors put pressure on the adoption of technology to deliver services such as education, training and financial services. Banks had to innovate ways of supporting customers transactions with minimal physical and cash contact. Equity Bank had been implementing a digital banking strategy which had demonstrated successful adoption. Covid-19 accelerated the adoption and usage of Equity Bank’s digital banking by consumers. The bank found itself in a new territory competing fiercely with new and more agile fintechs. Consequently, Dr James Mwangi, the Group Managing Director and CEO of Equity Group, was contemplating the possibility of bringing forward the bank's strategic intention of repositioning as a fintech. He was convinced that such a move would bring massive success to the bank’s digital banking strategy, achieve enhanced efficiency, improve customer experience and attract a new segment of digital-savvy customers. But he needed to carry the Board, his management team and customers along in this repositioning strategy without sacrificing the gains made in the consumers' minds about Equity's brand as a bank. Complexity academic level This case can be taught to graduate-level students of marketing courses. It can also be taught to participants of executive education undertaking short courses in in business management and entrepreneurship. Supplementary materials Teaching notes are available for educators only. Subject code CSS 8: Marketing.
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Dissertations / Theses on the topic "Brand Repositioning"

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Klimešová, Nikola. "Repositioning of the Brand Frisco." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-195461.

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The main goal of the master's thesis is to find reasons for and assess the results of recent repositioning of the brand Frisco conducted in 2013. In the theoretical part, main brand theories are analyzed together with a recent theory of so-called "Brand Archetypes". In the practical part, based on own consumer survey, market trends, brand history and company research, a brand SWOT analyses is conducted. As a result of this analysis, further recommendations for the brand heading are proposed.
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Zlámalová, Michaela. "Repositioning značky Scholl." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75255.

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This thesis reports on brand repositioning, i.e. changing a position of a brand. The theoretical approaches are described in the first part, the second one focuses on an analysis of the Scholl brand repositioning. This brand offers shoes of a supreme quality and design. The main goal of this paper is to evaluate the continous results of the repositioning activities accomplished since 2009, compare them with the specified goals for this mission, and based on the findings, formulate recommendations for Scholl, how to proceed in order to achive those goals.
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Sokolowski, Anna, and Viktoria Sandström. "Online Brand Repositioning : A case study of Halens." Thesis, Södertörns högskola, Institutionen för ekonomi och företagande, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-16559.

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This thesis was carried out during Spring semester 2012 at Södertörn University in collaboration with the Swedish distance selling company Halens. Halens is one of Sweden’s leading e-commerce companies with a significant history in distance selling. The company started as a mail-order company but their current and future goals are directed towards full e-commercialization. Halens has expanded to several international markets and their assortment consists mainly of women’s apparel, but also includes men’s wear, children’s wear and electronics. The purpose of this thesis is to find ways to improve the image of traditional mail-order companies that are going through a transition towards e-commerce. It has a specific look on branding and brand repositioning and the aim is to give suggestions on how to improve the image and attracting new customers while maintaining the loyal customer base that companies have gained. This includes identifying the pros and cons of the companies’ current position as well as viewing the modern possibilities that e-commercialization brings. Four interviews were conducted in order to obtain up-to-date information. Two of the people who were interviewed are employees at Halens whose work is closely related to the subject of this thesis. The data that was obtained from them deals with the company’s current activities and goals in terms of repositioning their brand. Another viewpoint is met with two consumer interviews, where information is received from different attitudes towards Halens. One of the interviewed is a long-time Halens customer, while the second one has never purchased from Halens. In addition, our own observations have been conducted for deeper analysis of the study. As one of us is a Halens employee it has given us direct access to collect data about the company image and compare our perceptions with one another. A clear view of the brand repositioning requirements that have appeared with the transition towards e-commerce has been established during this essay. Results have shown an apparent need for modernizing and investing in renewal of brand image as a mail-order company moving in to online marketing.
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Ďurčanská, Martina. "Repositioning značky v kontextu prebiehajúcich zmien v spoločnosti." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-3900.

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Rafijevas, Saidas, and Alina Todiras. "Strategic Brand Repositioning:Accessing Upscale Markets : A comparative study of Hästens Sängar and Arbesko AB." Thesis, Jönköping University, JIBS, Business Administration, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12420.

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Rafijevas, Saidas, and Alina Todiras. "Strategic Brand Repositioning:Accessing Upscale Markets : A comparative study of Hästens Sängar and Arbesko AB." Thesis, Internationella Handelshögskolan, Högskolan i Jönköping, IHH, Företagsekonomi, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-12420.

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Jáchymovský, Oliver. "Repositioning značky Birell jako nástroj potencionálního růstu a vstupu do nových kategorií." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-262232.

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Positioning is a key element of brand's strategic management and it is often a driver for success on given market. In every brand's life cycle there can be a moment, where current positioning simply doesn't work anymore, so there is need to reposition the brand to modify the current one or develop a new one. The main goal of this master thesis is to give readers full detail of the whole process of repositioning and to create ideal scenario for this process in FMCG market. I describe all most important parts of the brand and its strategic management related to positioning in the theoretical part. In the practical part I use a method of case study of Birell brand to describe real example of repositioning. This case study also includes reasons and consequences of the repositioning. In conclusion of the thesis, there is compiled ideal scenario of the whole process, that can serve as a basis for further research or as a instruction for future projects.
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KARLSSON, EVELINA, and SARAH FREDRIKSSON. "Framgångsdrivet arv : En studie i hur ompositionering påverkar varumärkets identitet och image." Thesis, Högskolan i Borås, Institutionen Textilhögskolan, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-20676.

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Ett varumärke är en stor del av företagsstrategin för ett framgångsrikt företag och det är viktigt att skydda och bevara sitt varumärke. För att skapa och utveckla ett varumärke krävs en tydlig varumärkesstrategi, där den viktigaste delen är varumärkesidentiteten som är riktlinje för företagets arbete med varumärket. Varumärkets image syftar på hur konsumenter uppfattar ett varumärke genom dess produkter, service och kommunikation. Därför är det viktigt att företaget vet vad de vill förmedla till marknaden och hur de ska förmedla det. Då varumärken är precis som sin omgivning, under ständig förändring, behöver ett företag alltid vara förändringsbart för att kunna växa. En ompositionering av varumärkesprofilen kan innebära att varumärket förbättras och bli mer relevant gentemot konsumenternas perspektiv, men även det egna företagets och konkurrenternas perspektiv. Det är viktigt att ett varumärke upplevs som aktuellt, men en förändring av ett varumärke skapar inte bara möjligheter utan även risker. Vi har undersökt två textil- och modeföretag – Oscar Jacobson och Hemtex. Valet av företag grundade sig i att företagen nyligen har genomgått en ompositionering av varumärke, dock behöver processen inte vara avslutad, och att företagen var verksamma inom textil- och modebranschen. Undersökning är kvalitativ och baseras på intervjuer med en representant från varje företag. Vi fann att varumärkesidentiteten kan påverkas på många olika sätt genom olika värdebyggande aktiviteter i ompositioneringen av varumärkesprofilen och att varumärkesimagen följaktligen påverkas beroende på hur de här aktiviteterna utförs och vilken effekt de har. Varumärkesimagen påverkas således av resultatet av hur bra den önskade identiteten når fram till konsumenten.Vi fann vidare att riskerna med en ompositionering av varumärkesprofilen är befintliga och båda de undersökta företagen har uppenbara svårigheter att tacklas med redan från ompositioneringens början. De undersökta företagen arbetar på liknande sätt med ompositioneringen av varumärkesprofilen. Eftersom en ompositionering är en långsiktig process, är det svårt att se ett tydligt resultat av företagens respektive förändringar. Det som är viktigt för företagen är att de konsekvent arbetar för att nå de långsiktiga målen och att de inte försöker skapa en snabb lösning för en kortsiktig ökad lönsamhet.A brand is a large part of a successful company’s strategy, and it is vital to protect and maintain the value of the brand. To create and develop a brand, the company needs a coherent strategy for which the brand identity is the core representation of the brand. The brand image represents how the customer perceives the brand through its products, services and communication. It is therefore important for the company to have a clear picture of what they want to communicate on the market, and how they can accomplish that.A brand is like its surroundings, under constant change, and therefore a company always needs to be capable to adapt to be able to grow. The repositioning of a brand can result in an improved brand, which is more relevant both from the consumers’ point of view as from the own company’s and its competitors’ point of views. It is important that a brand is up to date. However, a repositioning of the brand can also come with risks.We have researched two companies in the fashion- and textile industry – Oscar Jacobson and Hemtex. We chose these companies on the basis that they recently repositioned their brands, even if the process is not yet finished, and that they practice in the fashion- and textile industry. Our study is qualitative and based on interviews with representatives from each company.We found that the brand identity can be affected by many activities building brand value, in the reposition process. Following, the brand image is affected by how well these activities are carried out and what outcome they have. The brand image is thus affected of how well and in what way, the consumer perceives the new brand identity.Moreover, we found that the risks with a repositioning of the brand are many and both the companies researched faced obvious difficulties already from the beginning of the repositioning. The researched companies have similar ways of working with the repositioning of the brand. However, it is difficult to see any clear results of the changes, since repositioning is a long-term process. What are important for the companies are to work consistently to reach the long-term goals, and that they are not looking for an easy solution for a short-term growth.
Program: Textilekonomutbildningen
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Rivet, Virginie. "The challenges of repositioning an international brand: a case study on the hospitality industry." reponame:Repositório Institucional do FGV, 2011. http://hdl.handle.net/10438/8665.

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Much has been said in the literature about brand positioning, as well as about international branding and their importance on ever more competitive world marketplaces. Concerning repositioning, however, the literature is not extensive, and if the subject has been considered by a few scholars, it has been, as Ryan, Moroney, Geoghehan and Cunnigham (2007) noted 'in passing' and 'without elaboration'. It is nevertheless considered as an integral part of 'strategic competition' (Porter, M., 1996, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007), as well as an element indispensable to corporate transformation (Dunphy, D., Stace, D., 1993, as cited in Ryan, P., Moroney, M., Geoghegan, W., Cunningham, J., 2007). Investigating it further, looking at it in an international setting, and understanding what challenges can arise when an international firm engages in such practice is thus of interest. This is conducted looking at the recent repositioning of Accor´s brand Sofitel from the high-end to the luxury market segment of the hospitality industry.
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Wong, Ho Yin. "The Strategic Role of Branding in International Marketing." Thesis, Griffith University, 2006. http://hdl.handle.net/10072/367193.

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This dissertation examines the importance of branding strategy in international marketing. The research question is 'what is the role of branding strategy in international marketing?' The particular focus is to examine the consequences of branding and international marketing strategy in international markets. Furthermore, the antecedents of branding and international marketing strategy have been studied with the aim of depicting the systemic picture of international marketing strategy in a holistic view. Branding is recognised as a powerful strategic tool for marketers. With globalisation, foreign markets are becoming more accessible and available; accordingly, a brand becomes a strategic tool for firms not only for domestic markets, but also for international markets. However, there are few studies explicitly exploring the issues of international branding from an international marketing perspective. This study anchors the branding concept in a holistic view of a brand and not simply the product itself. Using the literature review as a point of departure, and strengthened by in-depth interviews, a conceptual model is developed. It is argued that international marketing strategy should be the focal point of any new international marketing venture. Moreover, it is believed that the successful deployment of an international marketing strategy determines the overall international marketing performance. To ensure a thorough understanding of the role of international marketing strategy in international marketing, this study also examines the antecedents of the international marketing strategy. Ten research hypotheses are established, three of which investigate the impact of international marketing strategy on firm performance. Another three hypotheses examine the relationships between international marketing strategy and its antecedents, being brand orientation, brand repositioning and international commitment. The other four hypotheses look at the relationships between the constructs of brand repositioning, brand orientation, international commitment, control of marketing activities and culture. The ten hypotheses are as follows: 1. International marketing strategy is a positive determinant of brand performance 2. International marketing strategy is a positive determinant of financial performance 3. Brand performance is a positive determinant of financial performance 4. Brand orientation is a positive determinant of international marketing strategy 5. International commitment is a positive determinant of international marketing strategy 6. Brand repositioning is a positive determinant of international marketing strategies 7. Control of marketing activities is a positive determinant of international commitment 8. Culture aspect is a positive determinant of brand repositioning 9. Control of marketing activities is a positive determinant of brand orientation 10. International commitment is a positive determinant of brand repositioning The research methodology in this study is a mix of qualitative and quantitative approaches. The major advantage to this methodology is the opportunity for the researcher to tease out rich information from qualitative research combined with the objectivity and generalisability stemming from quantitative research. The qualitative research was carried out in two phases. Firstly, I interviewed eight domestic Australian firms to study the features of brand orientation. After that, I conducted interviews with management executives of Australian firms involved in international business, with the aim of strengthening the conceptual model. As to the quantitative survey, the steps suggested by Churchill (1979), Cheng (2001) and Andersen and Gerbing (1988) have been rigorously followed with an aim to producing a piece of research that is both objective and generalisable. The results from the quantitative study using structural equation modelling method confirm significant relationships between the constructs hypothesised in the model. All major fit indices from structural equation modelling analysis show satisfactory results for both the measurement models and the structural model. The essential contributions of this study are the establishment of the role of branding in international business. Both brand orientation and brand repositioning have significant impacts on international marketing strategy, which in turn positively affects a firm's performance. Developments of new constructs such as brand orientation, brand repositioning and cultural aspects are statistically validated.
Thesis (PhD Doctorate)
Doctor of Philosophy (PhD)
Griffith Business School
Griffith Business School
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Books on the topic "Brand Repositioning"

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Dunkerley, C. L. The influence of brand repositioning on consumer behaviour. Manchester: UMIST, 1995.

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Combe, Ian. The semiology of an advertising campaign: Brand repositioning. London: University of North London, Business School, 2000.

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Hickson, R. D. Repositioning a brand - a case history of Askeys Ltd. Oxford: Oxford Brookes University, 1996.

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Ha, Tak Ming. Analysing the continual brand revitalisation and repositioning of Iceland Foods plc: Do such dramatic changes harm the brand essence and established market position?. London: LCP, 2001.

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Book chapters on the topic "Brand Repositioning"

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Iordanova, Elitza. "Nazi past and destination image: the case of Linz, Austria." In Tourism marketing in Western Europe, 169–90. Wallingford: CABI, 2021. http://dx.doi.org/10.1079/9781789248753.0009.

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Abstract Positioning or repositioning a destination on the already overcrowded market is a challenging task in normal circumstances but paired with difficult heritage it could be a major obstacle for any DMO. The current study tentatively suggests that nationality influences the richness and intensity of respondents' associations with Linz where the internationals were more likely to have a higher number of spontaneous associations (keywords) than Austrians, which is in contrast with that of Reilly (1990) reporting that respondents living far away from a destination were found to lack a vivid image of it. Moreover, the Nazi past appears to be still deeply rooted in Linz's brand despite the DMO's continuous attempts to reposition the destination's image by consciously or subconsciously trying to refute its difficult heritage and focusing its marketing efforts on promoting Linz's vivid cultural life.
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Le Guennec, Aude. "Heritage and Contemporary Children’s Fashion: Case Study: The Repositioning of the Socio-cultural Values of the Brand Jacadi Paris (2006–2010)." In Fashion Heritage, 189–213. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-031-06886-7_8.

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"Effective Brand Communications and Repositioning Strategies." In Global Brand Power, 95–108. Wharton School Press, 2013. http://dx.doi.org/10.2307/j.ctv2hdrfnj.9.

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"Chapter 6 Effective Brand Communications and Repositioning Strategies." In Global Brand Power, 95–108. University of Pennsylvania Press, 2013. http://dx.doi.org/10.9783/9781613630259-007.

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Weinstein, Art, and William C. Johnson. "Larry Bird’s Home Court — Brand Repositioning*." In Designing and Delivering Superior Customer Value, 205–13. CRC Press, 2020. http://dx.doi.org/10.4324/9780429277979-19.

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Pawar, V. P., Bhagyashree Kunte, and Srinivas Tumuluri. "What Went Wrong?" In Indian Business Case Studies Volume II, 171—C20.P50. Oxford University PressOxford, 2022. http://dx.doi.org/10.1093/oso/9780192869388.003.0020.

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Abstract Nestle’s ‘Maggi brand noodles’ the trusted and valuable food brand in India is the favourite among all the children in the country. It was considered as snacks in many households and a basic diet in many other homes. But in the recent past, the ban on Maggi has created a negative impact of Nestle. The favourite and most preferred instant food product of children, Maggi Noodles, got entangled in its ethical issues of the ingredients being used. The corporate social responsibility of Nestle India was tremendously cross-questioned with its after-test results, by food regulatory authorities. The case study is an effort to explore the various issues, possibilities, and opportunities for Maggi. The study focuses on need and scope brand image and brand repositioning, brand extension, etc.
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Rodrigues, Francisca Quintas, and Beatriz Casais. "Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use." In Cases on Digital Strategies and Management Issues in Modern Organizations, 77–90. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-7998-1630-0.ch004.

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A company's positioning strategy is focused on how the company wants its brand to be perceived in the market. However, the constant change of markets has led many companies to carry on repositioning strategies to deliberately change their strategic positioning, namely by widening its product or service benefits to attract a wider market audience. As product or service positioning is always defined by the consumer, there is the need to understand the extent to which each company is able to communicate its new intended positioning and actually make it perceived. This chapter presents the case of Pedras, a Portuguese brand of naturally sparkling water which ramped up its communication efforts regarding the extension of its product's benefits in order to minimize the potential gap between intended and perceived positioning. Digital communication strategies are discussed to engage young consumers.
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"From Broadcast Design to ‘On-Brand TV’: Repositioning Expertise in the Promotional Screen Industries." In Production Studies, The Sequel!, 66–78. Routledge, 2015. http://dx.doi.org/10.4324/9781315736471-12.

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De Carlo, Manuela, and Francesca d’Angella. "Repositioning city brands and events." In Destination Brands, 225–38. Elsevier, 2011. http://dx.doi.org/10.1016/b978-0-08-096930-5.10017-5.

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"Repositioning city brands and events: Milan." In Destination Brands, 247–60. Routledge, 2012. http://dx.doi.org/10.4324/9780080969312-27.

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Conference papers on the topic "Brand Repositioning"

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Santos, Fernando Pinto. "The role of design in the repositioning of a corporate brand." In European Academy of Design Conference Proceedings 2015. Sheffield Hallam University, 2016. http://dx.doi.org/10.7190/ead/2015/159.

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Escourido-Calvo, Manuel, Antonio-Javier Prado-Dominguez, and Valentin-Alejandro Martinez-Fernandez. "Repositioning the City Brand to Address the Socio-economic Paradigm Shift Based on Sustainability: A Case Study." In 2022 17th Iberian Conference on Information Systems and Technologies (CISTI). IEEE, 2022. http://dx.doi.org/10.23919/cisti54924.2022.9820016.

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