Dissertations / Theses: '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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Löfblad, Sofia, and Jeanette Mellborg. "Ompositionering av varumärken : en strategisk fråga." Thesis, Linköping University, Department of Management and Economics, 2003. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-1840.

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Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers’ view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image.

Purpose: The purpose of this thesis is to, from a management perspective; describe how the process of repositioning a brand continues. The aim is also to describe which aspects within the brand that are changing. Also, our aim is to identify the underlying causes of repositioning a brand. The main focus of the thesis is, however, the first two research questions.

Research method: We have conducted 16 personal interviews with representatives of Volvo, Indiska, Scan Foods, Bageri Skogaholm, Coop, Arla Foods, Carlsberg Sverige and Lindex. We also conducted interviews with the advertising agencies that the companies work with.

Results: Repositioning a brand is a time-consuming process that involves the whole company. The process constitutes a certain pattern, formed as different steps. The process contains changes in the brand identity and/or changes in the communication. Generally, the process characterizes recruitment of new competence to handle brand issues.

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Telles, Renato. "Posicionamento e reposicionamento de marca: uma perspectiva estratégica e operacional dos desafios e riscos." Universidade de São Paulo, 2004. http://www.teses.usp.br/teses/disponiveis/12/12139/tde-11102004-212323/.

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Devido à progressiva importância atribuída à marca e, em especial, ao seu gerenciamento, diferentes teorias e modelos de compreensão, análise e prescrição foram e vêm sendo desenvolvidos, procurando se orientar abordagens e decisões estratégicas de negócio. Embora seja possível identificar algumas diferenças conceituais e/ou estruturais, dois aspectos, na prática, estão sempre presentes na análise de marcas e podem ser considerados decisivos na compreensão e gestão dessas: identidade e posicionamento de marca. Em relação a este segundo conceito, torna-se, ao longo do tempo, mais relevante, decisivo e crucial o processo de análise e avaliação da eficácia, adequação e relevância do posicionamento, em termos organizacionais, o entendimento da condição da marca e sua relação com o mercado, assim como modelos e procedimentos de avaliação para a decisão por sua eventual modificação ou adequação ao longo do tempo: o reposicionamento. Atualmente, o exame e a decisão de um reposicionamento de marcas está presente no cotidiano de profissionais de marketing e comunicação, porém não existe consenso ou uniformidade de abordagem deste tema, resultado, entre outras razões, da limitada literatura desenvolvida acerca do assunto. Este trabalho se propõe a abordar de forma estruturada conceitual e estrategicamente condições, desafios e riscos da adoção de uma estratégia de reposicionamento de marcas, utilizando argumentação baseada em literatura disponível, somada a intervenções exploratórias de exemplos reais, e propondo uma tipificação para as decisões e estratégias de reposicionamento, assim como orientações e alternativas para a gestão de marcas. A decisão por um reposicionamento de marca envolve desafios, investimentos e riscos, sendo que, na maioria das vezes, este processo se impõe ao gestor de marca. Com o objetivo de contribuir no exame e/ou avaliação do reposicionamento de marcas, este trabalho aborda as condições, as decisões e os impactos potenciais, oferecendo uma classificação e uma estrutura de análise orientadas para operação e gestão de estratégias de reposicionamento.
Different theories and comprehension, analysis and prescription models were and are being developed associated to progressive importance of brand management. Their objectives, in general, are to offer approached-based and strategic decisions for business. However, it is possible to identify some conceptual and/or structural differences among these papers, two aspects, in practice, are always present in brands analysis and may be recognized as decisive to understanding and administration brands: identity and positioning. This second concept is becoming more important and crucial as time goes by, playing a fundamental role in the brand efficacy evaluation, relevancy and compatibility of positioning and, particularly, the brand condition comprehension and its relationship with the market, as evaluation procedures and decision models for brand positioning change: the repositioning. Nowadays, brand repositioning analysis and decision are part of daily activities of marketing and communication professionals, but there is not approach consensus or uniformity to deal with this concept. As matter as fact, it is result among other reasons of limited developed literature about this issue. That thesis proposes itself to approach structurally, conceptually and strategically the conditions, challenges and risks to the adoption of brand repositioning strategy, using argumentation based on available literature added exploratory intervention in actual cases and proposing a taxonomy for repositioning strategies and decisions and brand management orientation and alternatives. Brand repositioning decision involves challenges, investments and risks. In general, this process in not a management decision, but an external imposition as a function of realized brand performance. With the objective to contribute to analysis and evaluation of brand repositioning, this research effort focus conditions, decisions and potential impacts, offering a structure and a classification oriented to repositioning strategies an operation management.

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PINTO, MARIA ANGÉLICA SALLES DE OLIVEIRA. "A MATTER OF IMAGE: A CASE STUDY ON REPOSITIONING OF A CENTURY-OLD BRAND FOR A LOW INCOME MARKET." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2016. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=27666@1.

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O Brasil ao longo dos últimos anos passou por uma transformação econômica que possibilitou milhões de pessoas de menor renda a elevarem seu patamar de consumo. Diante de tal fenômeno, empresas tiveram que repensar seus modelos de negócio tradicionais e se reposicionar, pois já não bastava produzir algo a um preço mais acessível; era necessário investir em qualidade e inovação para conquistar esse consumidor emergente. A marca, portanto, passa a ser um bem de significativo valor para empresas interessadas em vender a esse mercado, visto que consumidores de baixa renda a usam como um elemento de pertencimento e distinção social. No entanto, poucas empresas efetivamente realizam reposicionamentos com esse objetivo. O presente estudo apresenta um estudo de caso de reposicionamento de uma marca centenária líder em seu segmento de origem para o mercado de lentes oftálmicas cujo propósito era conquistar o consumidor de baixa renda no Brasil. Para isso, foram realizadas entrevistas em profundidade com funcionários da empresa diretamente envolvidos nesse processo. Na análise, foi possível entender as principais adaptações de marketing que a empresa adotou para vender ao mercado em questão. Conclui-se, então, que empresas que pretendem inserir-se com sucesso nesse mercado devem, em primeiro lugar, entender a heterogeneidade desse grupo de consumidores e planejar de maneira cuidadosa suas estratégias mercadológicas, alterando um ou vários componentes do composto de marketing. É fundamental, sobretudo, que tais mudanças sigam além do discurso e que na prática toda a organização possa estar comprometida com as modificações nos processos da empresa.
Brazil has undergone an economic transformation that has enabled millions of low income people to raise their level of consumption over the past few years. Faced with this phenomenon, companies have had to rethink their traditional business models and reposition themselves because it was not enough to produce something at a more affordable price; it was necessary to invest on quality and innovation to conquer this consumer. Thus, the brand becomes a significant value business asset for companies interested in selling to this new market, as low-income consumers use it as an element of belonging and social distinction. Nevertheless, few companies actually do repositioning for this purpose. This paper presents a study of a repositioning case concerning a century-old brand, leader in its source segment, of ophthalmic lenses market whose purpose was to conquer the low-income consumers in Brazil. For this, in-depth interviews were conducted with employees directly involved in this process. In the analysis, it was possible to understand the main marketing adaptations that the company has taken to sell to the market in question. It follows, then, that companies seeking to insert themselves successfully in this market must first understand the heterogeneity of this group of consumers and plan carefully your marketing strategies by changing one or more components of the marketing mix. It is essential, in particular, that such changes follow beyond discourse and in practice throughout the organization compromise with the changes in business processes.

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Hemström, Oskar, Richard Innala, and Christian Rost. "Förändring av varumärken." Thesis, Jönköping University, JIBS, Business Administration, 2005. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-86.

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This thesis aims to study brand change, which can be of interest since a brand during its lifetime can be expected to meet a lifecycle consisting of five phases; innovation, introduction, growth, maturity and recession. In order to avoid the recession phase and the sales decline that follows there is a need for a change of the brand.

In order to study brand change, theoretical framework is compared to two real world cases that have gone through an active change.

The conceptions of positioning, repositioning and revitalization are clarified. Positioning deals with how brands are located in customer’s minds as well as on the real market. Repositioning implies a change of the current position and is also often a move towards a new market segment. Revitalization deals with giving the brand new associations as well as changes in the product. Revitalization in its simplest form can be just a repetition of old messages and associations mixed, in some cases in combination with new ones. Ongoing revitalization can in the long run be seen as incremental repositioning since the brand is updated with small steps in order to follow the customer’s changes in preferences and after a while end up in a new position. Radical repositioning means that you during a short period of time change the foundation of a brand by creating new associations and an almost new product, all to accomplish a trustworthy message to the new target group.

The two brands, Festis and Explorer Vodka, have both gone through changes but with different reasons. Festis did not have a large customer group and therefore aimed at finding a new attractive target group. Explorer Vodka already had a large circle of customer, which it could not afford to lose, and therefore just a small image change was the solution.

Festis performed a radical repositioning and switched target group and thereby recaptured the market leader position in the stilldrinkmarket. Explorer Vodka has with small steps improved its image and at the same time stick to their target group by revitalization.

I denna uppsats studeras förändring av varumärken, vilket kan vara av intresse eftersom det kan förväntas att ett varumärke under sin livstid kan komma att möta en livscykel bestående av fem olika faser, utveckling, introduktion, tillväxt, mognad, och slutligen nedgång. För att undvika nedgångsfasen och en eventuell död krävs en förändring av varumärket.

För att studera förändring av varumärken tillämpas uppsatsens teorier på två fallstudier av varumärken som genomgått ett aktivt förändringsarbete.

I uppsatsen behandlas begreppet positionering av varumärken såväl som förändringsbegreppen ompositionering och revitalisering. Positionering beskriver hur ett varumärke är placerat i konsumenternas medvetande såväl som på marknaden. Ompositionering innebär förändringar av befintlig position och är ofta en förflyttning till ett annat marknadssegment. Revitalisering innebär bland annat att skapa nya associationer till varumärket genom direkta åtgärder och/eller förändringar i produkten. Ständig revitalisering kan i längden ses som en inkrementell ompositionering eftersom man i små steg följer förändringarna i kundernas uppfattningar. Radikal ompositionering innebär att man under en kort tid förändrar hela grunden för varumärket och istället skapar nya associationer och även förändrar produkten för att på ett så trovärdigt sätt som möjligt rikta sig till en ny målgrupp.

De två varumärkena Festis och Explorer Vodka har båda genomgått förändringar. Dessa förändringar har skett med lite olika motiv, Festis hade ingen stark kundbas och behövde hitta ett nytt attraktivt kundsegment. Explorer Vodka hade en stark kundbas med och hög försäljning som man inte fick förlora, dock behövde varumärkets image förbättras.

Festis genomförde en radikal ompositionering och bytte kundsegment och återtog därmed sin forna position som marknadsledare på stilldrinksmarknaden. Explorer Vodka har med små steg förbättrat sin image och samtidigt stannat kvar i samma kundsegment, vilket kan liknas vid en revitaliseringsstrategi.

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Janečková, Barbora. "Corporate identity a corporate image značky PRIM." Master's thesis, Vysoká škola ekonomická v Praze, 2009. http://www.nusl.cz/ntk/nusl-11719.

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The master thesis named "Corporate identity and corporate image of PRIM" analyses the current position of brand PRIM on the watch market in the Czech Republic whereas the main focus is on the description of its corporate identity elements and the brand management strategy. The thesis consists of two main parts - theoretical and practical. The theoretical part defines the concept of corporate identity, corporate image, as well as strategic planning and strategic brand management. The practical part comprises of the ELTON firm's presentation and analysis of the Czech watch market including the description of typical Czech customer. The major attention is paid to the evaluation of PRIM's corporate identity elements and its strategic brand management. At the end of the practical part, there is a presentation of my own proposals for possible improvements of the current brand strategy and consideration of the possibility of expansion into the foreign market.

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Edwards, Remi A. "How Organizations and Their Brands Leverage Marketing Partnerships to Enhance Their Success: The Guidelines to Navigating Both Reaffirming and Repositioning Strategic Partnerships." Scholarship @ Claremont, 2019. https://scholarship.claremont.edu/cmc_theses/2042.

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Understanding the different factors, influencers, and outcomes that form a successful brand partnership allow for marketers to make informed decisions that benefit their company. This paper provides a comprehensive review of the literature regarding partnership marketing and issues a set of guidelines for marketers to strategically market their brand by way of collaboration. With two distinct strategic frameworks, reaffirming partnerships and repositioning partnerships, this paper seeks illustrate the efficacy of brand collaboration and how to achieve success based on varying brand goals.

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Tayeh, Ruaa, and Jennifer Uhman. "Ompositioneringens dolda hot : Riskerna med varumärkesompositioneringar." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2011. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-12740.

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The purpose with this essay is to study how companies use the repositioning process and identify the risks involved from a business perspective. We have chosen to base our essay on the following research questions: What reasons are there for a company to initiate a repositioning?, What does it mean for companies to implement a repositioning?, What are the risks with a repositioning? We have used a qualitative research method and have chosen to interview six respondents which in various ways are actively working with brand repositioning. Our study has been implemented with and deductive character. The most important conclusion that we observed after implementing our study is that repositioning is a high-risk project. Instead of changing their entire brand image, companies should instead make small changes and revitalize the brand by developing the strength that already exist. The biggest risks that we have identified is that a repositioning may result in that the company loses their customers, customer loyalty but also losing market shares. We consider that a repositioning only should be implemented if it is absolutely necessary and when the risks are imminent.
SyfteSyftet med uppsatsen är att studera hur företagen använder sig av ompositioneringsprocesser samt identifiera de risker det innebär ur ett företagsperspektiv. Vi har valt att arbeta med följande forskningsfrågor: Vilka anledningar finns det till att ett företag genomför en ompositionering?, Vad innebär det för företagen att genomföra en ompositionering?, Vilka risker medför en ompositionering? Vi har använt oss av en kvalitativ forskningsmetod och valt att intervjua sex respondenter som på olika sätt aktivt arbetar med varumärkesompositionering. Vår studie har kommit att genomföras med en deduktiv karaktär. SlutsatserEfter att ha genomfört vår studie har vi kunnat konstatera att en ompositionering är ett högriskprojekt. Istället för att förändra sin hela varumärkesimage bör företagen istället genomföra små förändringar och vitalisera varumärket genom att utveckla de styrkor som redan finns. De största riskerna som vi har identifierat är att en ompositionering kan leda till att företaget förlorar sina lojala kunder och tappar marknadsandelar. Vi anser att en ompositionering enbart ska genomföras om det är absolut nödvändigt då riskerna är överhängande.

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Jewell, Robert D. "The role of memory interference in the repositioning of brands." Connect to resource, 1999. http://rave.ohiolink.edu/etdc/view.cgi?acc%5Fnum=osu1265987580.

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Brandt, Robert, and Peter Karlsson. "Ompositionering; en fallstudie av Norrvidden Fastigheter AB." Thesis, University of Gävle, Department of Business Administration and Economics, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-673.

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Bakgrund och syfte: Det är viktigt för ett företag idag att hitta en position på marknaden som fungerar i ett långsiktigt perspektiv. Dessutom gäller det för företaget att på ett tydligt sätt positionera sin produkt eller sitt varumärke i kundernas medvetande. Ett företag som inte är nöjd med positioneringen kan välja, eller är tvunget, att ompositionera.

Vi har studerat fastighetsföretaget Norrviddens arbete med ompositioneringar av två varumärken, galleriorna Flanör i Gävle och In: i Sundsvall. Syftet är att undersöka när och varför ett företag är i behov av att ompositionera sitt varumärke eller sin produkt samt att beskriva hur processen kan gå till. Huvudfrågorna uppsatsen behandlar är:

- Varför genomför ett företag en ompositionering av ett varumärke?

- Vilka strategier kan ett företag använda sig av vid en ompositionering?

- Hur kan en ompositioneringsprocess gå till?

Metod: Vi har gjort en fallstudie där vi har arbetat med ett induktivt angreppssätt med utgångspunkt i empirin. För att samla in data har vi gjort två kvalitativa intervjuer med dels Maria Davidson som är centrumledare på Flanör och dels Jan-Åke Eriksson som är shoppingansvarig på Norrvidden Fastigheter AB. Innan intervjuerna sammanställde vi relevanta teorier och modeller som ligger till grund för uppsatsen och de frågor vi ställde till intervjupersonerna.

Utifrån de data vi samlat in har vi gjort intressanta iakttagelser och försökt se samband med de modeller och teser som teoriavsnittet behandlar. I analys- och diskussionskapitlet presenterar vi våra tankar kring detta.

Förslag till fortsatt forskning: Organisation, ledarskap och beslutsfattande inom företag är inte vad denna uppsats primärt avser att behandla och fortsatta studier med fokus på någon av dessa delar skulle vara intressant. Det vore även intressant att följa upp arbetet med flanör efter färdigställandet, för att se hur Norrvidden lyckats med positioneringsarbetet.

Resultat: För att konkurrera på marknaden såg Norrvidden ompositioneringarna som ett måste. Flanör var väldigt nedgånget, kändes omodernt och var i behov av förnyelse. I Sundsvall byggde Norrvidden ihop två gallerior och blev då tvungna att arbeta fram ett helt nytt varumärke som skulle passa det nya konceptet.

För Flanör var positioneringsstrategin att förstärka sin position på marknaden genom att skapa en modernare och trendigare galleria. För In: var strategin att hitta en ny position på marknaden då man inte ville behålla det gamla som den tidigare gallerian Världshuset stod för.

Aim: On today´s market it´s important to find a position that is sustainable over time. To position a product or a brand in the mind of the consumers in a clear way is crucial. If a company is unsatisfied with their position, they can choose, or might be forced to, reposition the brand.

In this paper we have been studying how the real estate company Norrvidden is repositioning two of their brands, Flanör in Gävle and In: in Sundsvall. The purpose of this study is to explore when and why a company needs to reposition their brand or product, also what this process can look like. The main questions in this paper are:

- Why does a company reposition their brand?

- What strategies can be used to reposition the brand?

- What can a reposition process look like?

Method: We have used a case study which is based on the empirical information. To collect data we have interviewed two people at Norrvidden Fastigheter AB, Maria Davidson and Jan-Åke Eriksson. Before the interviews we gathered relevant theories and models which the questions is based on.

We have compared the empirical information with the theories and models to find possible connections and illuminate interesting observations. We present our thoughts concerning this in the final chapter; analyze and discussion.

Suggestions for future research:

Organization, leadership and the decision making process is not what we have been focusing on in this paper. We believe that this is something that varies between different companies and we suggest that future research within this subject would be interesting.

Results: Norrvidden saw the reposition of their brands as the only way to be able to compete on the market. Flanör was old fashioned and in need of renovation. In Sundsvall, Norrvidden brought two separate gallerias together and felt they had to come up with a new brand to fit the concept.

In Flanörs case the positioning strategy is to reinforce their position on the market by creating a modern and fashionable galleria. The strategy for In: is to find a new position on the market.

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Lee, Shuping, and 李淑萍. "The Brand Repositioning of Borcalini." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/32119641347809717947.

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碩士
實踐大學
企業管理學系碩士在職專班
100
ABSTRACT In order to survive in the international industry, the industry of Taiwan department stores must expand under the globalization wave in the future. To develop a functional department store, the store needs to include global brands, variety of extra values, high-tech service, and vareity of brand. They need to provide higher purchase intention for consumers by providing a place where people can shop, eat and have fun at the same time. The brand is the extra value for a department store. The products or marketing of a brand is very important. It is a challenge for SME to survive in Taiwan. There are plenty of marketing theories and methods due to the globalization of commodity. Most of the theories are successful in big enterprises. Those are not appropriated for SME due to the differentiations between big enterprises and SMEs. This case study focuses on one of the SME in Taiwan. The company is anonymous. This study shows how the company builds a successful model of marketing strategy by the charactistic and the need of Borcalini remodel. The important point of remodel Borcalini is to bring the messages of brand remodel to consumers and department store in order to gain recognition. The second part of this study focus on how they develop the core value of Borcalini. The steps of development are:1. the history and development of the company 2. reconstruction of the brand 3. special strategy. In case study, in order to have long term competition advantages, the company needs to assist the change of brand position, special operation, recognition of consumers. External core value can make sure the brand that can provide the products and service for market supply. Those are essential for consumers. The vital point to succeed in transformation process is the recognition of department stores. The change of operation, the modification decision of brand and marketing strategy are important to build a successful brand. 【Key words】: Taiwan department store industry, Reconstruction of the brand, Band positioning, Product classification, Display of goods.

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Sun, Huey-Ry, and 孫薈茹. "A study of the hotel brand repositioning." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/01666961420259200403.

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碩士
世新大學
觀光學研究所(含碩專班)
102
Due to the increased global economic and cultural development, and with the booming tourism industry in Asia, numerous hotels have been built everywhere in Taiwan. Facing the harsh competition of the tourism market, hoteliers are aware of the important connection between market positioning and managing strategy; they expect even greater competition in the future. Therefore, brand management strategy has become a key factor for a successful hotel business. The data was collected in previous studies and from in depth interviews. Two major brand of Hotel Groups, “FIH Regent Group” and “L’Hotel de Chine” were selected as case study subjects in order to investigate the background and decision-making processes of hotel brand re-positioning. In addition, the effectiveness of hotel brand re-repositioning will also be examined by the attitude and sales produces which were applied by two distributors, “ezTravel” and “Lion Travel”. The conclusions of this study are summarized as follows. First, recreate the hotel value by brand repositioning In response to the changes in the tourism industry and to increase new marketing chances, old hotels need to recreate their brand image in order to regain trust from their customers. Also, hotels need to be able to prevail in diverse markets with different price demands, so hoteliers need to extend their existing brand into new brands with different room rate strategies for these target markets. Second, extend the product line by brand repositioning Hotels need to use a multi-brand strategy to access different market gaps, and also create varied market segments to appeal to the “brand-switching-customer”, this will attract different consumer groups. Using a market segmentation strategy, hoteliers aim to occupy more of the market share and form barriers for preventing other hotel brands from sharing in the market. Third, deepen the international market by brand re-positioning By taking advantage of their market segmentation strategy; hoteliers can expand the market demand to tier cities, seeking more customer sources. Furthermore, they should enhance their international service standards and increase overseas marketing channels with the government-star evaluation system. In conclusion, this paper also provides recommendations for long-term brand managing strategies in three dimensions. First, the brand image will enhance the overall business development; second, diversified business strategies helps to develop new markets, and finally, hotels need to train more qualified staff to meet the needs for the expanding hotel business.

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Távora, Constança de Albuquerque Miranda de. "Alba : repositioning brand strategy through distribution channel." Master's thesis, 2013. http://hdl.handle.net/10400.14/15918.

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Alba is a Portuguese brand in the industry of socks and tights which has started the implementation of a new strategy for its distribution channels in 2006. Since the beginning of the 2000s the constant and unavoidable market challenges that emerged led the brand managers to rethink its strategy and dive into the opportunity that was on their horizon: to sell Alba’s socks and tights at the Chinese stores. This dissertation aims to provide an overview of how Alba evolved through the years since its foundation, primarily based on the historical evolution of the brand’s distribution channels’ model: from being sold at supermarkets and local/traditional commerce stores to be distributed for the Chinese stores. To give a broader understanding of the brand’s strategy, this study also contemplates the analysis of the social and economic context in which Alba competed in the early 2000s, and how that affected the decisions that were taken in that period. This case study culminates with the current strategy of the brand: Throughout the repositioning process new opportunities have appeared and today the internationalization of the brand is a successful – although challenging – reality. The trade-offs of the decisions taken require a careful analysis of the risks incurred as well as the appropriate brand management. This dissertation presents information about the factors that led to Alba’s new strategy with the objective of providing a real-life example of brand repositioning and an uncommon method of search for competitive advantage in the market.
Alba é uma marca Portuguesa que compete no mercado de meias e collants e deu início, em 2006, à implementação de uma nova estratégia para os seus canais de distribuição. Desde o começo dos anos 2000, o mercado trouxe inúmeros desafios à marca, os quais levaram os seus gestores a repensar a sua estratégia e aceitar a oportunidade que surgia no horizonte: vender as meias Alba nas Lojas do Chinês. Esta tese tem o objetivo de apresentar a marca e o seu desenvolvimento desde que a mesma foi fundada. Para tal, será revisitada a sua evolução histórica, com especial foco no modelo de canais de distribuição: dos supermercados e lojas de comércio tradicional às Lojas do Chinês. Para uma compreensão mais aprofundada da estratégia das meias Alba – forma como a marca é referida pelos seus gestores –, será tida em conta uma análise dos fatores sociais e económicos que contextualizavam o mercado das meias Alba no início dos anos 2000, e como estes afetaram as decisões tomadas. O caso culmina com a apresentação da estratégia atual da marca: Ao longo do processo de reposicionamento surgiram novas oportunidades, as quais permitiram a internacionalização das meias Alba. O sucesso desta estratégia trouxe consigo vários desafios e, com estes, a necessidade de uma gestão refinada do risco e da marca. A informação apresentada contempla a análise dos fatores que permitiram a implementação da nova estratégia da marca Alba: Um caso real de reposicionamento de uma marca e procura por vantagens competitivas no mercado.

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Fialho, Catarina Pina. "Roger et Gallet repositioning." Master's thesis, 2015. http://hdl.handle.net/10071/11442.

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JEL Classification: M30, M31
Num contexto atual onde o mercado é cada vez mais competitivo, as marcas estão em constante luta e disputa com os seus concorrentes por quota de mercado, e onde o consumidor encontra uma grande variedade de marcas e com os mais diversos posicionamentos. Cada marca defende e constrói uma posição no mercado que deve responder e assentar às necessidades do seu público-alvo. Contudo, e tendo em consideração que o mercado da cosmética e dos perfumes é altamente exigente e competitivo, as marcas são obrigadas a uma constante evolução para atender às necessidades dos seus consumidores, sob pena de os perderem para o concorrente mais próximo. Neste sentido e observando as tendências de mercado, existe a vontade de re-apaixonar os consumidores da marca Roger&Gallet. Assim sendo, ao longo deste estudo é feita uma análise do mercado onde está inserida a marca R&G, dos fatores críticos de sucesso e das perceções e exigências dos consumidores, com o intuito de apresentar uma proposta de reposicionamento para a marca Roger&Gallet.
In a very competitive market where brands are constantly fighting to gain market share to their competitors, one can find a huge offer of brands and different market positions. Each brand defends and built a market position that should fit their target needs. But and taking into consideration that the cosmetic and perfumery market is very demanding and competitive, brands have to track a constant evolution and follow their clients and consumers needs closely, otherwise they will lose loyalty clients to closest competitors. In this way, and looking for the market trends, there’s will to re-enchant Roger & Gallet consumers. Therefore and through this study an analysis of R&G markets is made, to find the critical success factors and consumer needs, in the way of proposing a repositioning for Roger & Gallet.

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Shih-Wei, Chang, and 張世偉. "A Study of Brand Repositioning and Brand Image-Taking GIORDANO and HANG TEN as Examples." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/21753977641621946663.

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碩士
國立臺灣科技大學
管理技術研究所
86
This research tried to probe the relationship between brand positioning and brand image, and to explore issues related to brand repositioning.Specifically, its purposes were to construct brand repositioning frame and toinvestigate factors contributing to the performance of brand repositioning. In the research, brand positioning was defined as a communicationprocess that could actively demonstrate a company''s brand identity andtransfer its brand value, in the form of brand image, to its target audience.The aim of brand positioning was to create competitive edge over competing brands. A firm could change its past brand image and rebuild a new one througha variety of marketing communication activities known as brand repositioning, the process of strategic selection of brand identity and brand image rebuilding.In the research experiment method and case study of GIORDANO and HANG TENwere used. Data were collected by interviewing managers of the two companies and by questionnaires. Results of the research suggested that the degree of change in brand identity, marketing communication activities and the characteristics of thetarget market might influence the performance of brand repositioning.In the process of brand repositioning, the moving of brand image might belimited by the consistence of consumers'' perception and attitude. Thisstudy also showed that the higher the change degree of brand identity, thelower the brand repositioning performance. Thus, changing brand identitystep by step might be better than a sudden change in a company*s brandrepositioning process. Besides, the research showed that marketingcommunication activities may have different repositioning effects on differentbrand identity dimensions. Therefore, a firm should choose different marketingcommunication activities to reposition its brand.

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Chiang, Man lin, and 蔣嫚璘. "The Research of Brand Repositioning－A qualitative study of fashion industry." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/87885705728998885931.

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Martinho, Manuel Maria. "Repositioning a wine brand for millennials - the case of Monte Velho." Master's thesis, 2018. http://hdl.handle.net/10362/51785.

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This study was developed in order to identify the main components of wine purchasing and consumption behavior of the Portuguese millennial consumers' and their attitudes towards a wine brand - Monte Velho. The methodology includes in-depth qualitative interviews with 11 wine consumers and an online quantitative survey with a sample of 109 millennials wine consumers. Results showed that respondents are regular consumers particularly with friends and relatives but not frequent buyers. They place a strong relevance on the wine’s color, price and region. Regarding Monte Velho, non-consumers show some degree of aversion, considering the wine too serious and traditional, although they see the label as very pretty and elegant. Consumers of Monte Velho regards the wine more positively and not as much old as the former segment.

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Santos, Francisco Quedas Rodrigues dos. "Peugeot’s repositioning : how to change people’s engagement towards an automobile brand." Master's thesis, 2015. http://hdl.handle.net/10400.14/17312.

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Peugeot, acting in the automobile sector, represents about 9,5% of the Portuguese passengers car market. This market is characterized by representing risky and planned acquisitions and usually with many influencers throughout the buying process in order to lower the risk to the buyer. In 2013, after the verified crisis in the automobile sector in terms of sales, the group was conducted to a new strategy – ‘Back In The Race’ – described by a repositioning of the already existing brands – Citroen and Peugeot – and the separation to an independent brand – DS. This strategy regards Peugeot as the premium generalist brand of the group and Citroen as the pure generalist one, the most affordable brand. In order to illustrate this Peugeot’s new strategy, some actions had to be thought to communicate it. So, some ideas were discussed to understand what was the best solution to implement, and engage people.
A Peugeot, marca que atua no sector automóvel, representa cerca de 9,5% do mercado de ligeiros de passageiros no mercado Português. Este é o um mercado que se caracteriza por representar compras de alto risco, compras planeadas e normalmente com um grande número de influenciadores para que o risco da compra seja o menor possível para o comprador. No ano de 2013, já depois de ultrapassada uma das piores eras em termos de vendas no setor automóvel, o Grupo foi conduzido para uma nova estratégia – ‘Back In The Race’ – que se caracteriza pelo reposicionamento das marcas já existentes do grupo – Citroen e Peugeot – e a separação para marca independente da marca DS. Este reposicionamento visa a Peugeot a ser a marca generalista do grupo e a Citroen a ‘marca de entrada’ do grupo, percebida como a marca mais acessível. Para ilustrar esta estratégia de reposicionamento da Peugeot, algumas ações de marketing tiveram que ser pensadas para ser comunicada. Como tal, algumas ações foram discutidas para se saber qual seria a mais eficaz e diferenciadora, de forma a envolver os consumidores com a marca.

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Jen, Chien-Cheng, and 任建誠. "Brand Building and Repositioning —A Case Study on Papewindmill Arts Foundation." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/ye8477.

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碩士
國立臺灣大學
臺大-復旦EMBA境外專班
107
Established in 1992, the Paper Windmill Cultural Foundation and the Paper Windmill Theatre is a famous Taiwanese performing arts group dedicated to creating and extending Taiwanese theater for children in an imaginative and intricate manner. To obtain a new position in performance arts and instigate changes in team values, in 2006 they launched the “First Mile, Kid’s Smile: Arts for Children in 319 Townships” project. This involved touring 319 towns in Taiwan over 5 years, thereby allowing children in rural townships to enjoy national theater–level performances without charge. The new brand image created by the repositioned team combining art and public welfare resonated with the audience and society. Branding is an intangible asset of cooperative sustainability. This study introduced the reason behind brand repositioning in addition to the process of strategy implementation and the related crises this group faced. Moreover, it separately described the establishment and development before and after brand repositioning. The study used theories and strategies related to branding to analyze how this group overcame challenges and fulfilled brand promises to society, thereby achieving improvements in brand image, positioning, and equity. The study results revealed that business management and art management share similar branding considerations. The group in question changed the positioning of performing arts from stimulating personal growth to achieving social values by bridging urban and rural gaps. It transformed conventional methods to promote social welfare into stories with sentiments to benefit its homeland, and it changed brand meanings for nonprofit organizations. The group was only able to achieve their goals through competent leadership, resolute decision-making, and team consistency in executing changes throughout each stage of brand development.

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Wang, Hsueh-Mei, and 王雪梅. "A CASE STUDY ON BRAND REPOSITIONING OF A HOT SPRING HOTEL." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/76kkz4.

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博士
大同大學
設計科學研究所
106
Based on the frameworks of "structure-conduct-performance, SCP" and the "balanced scorecard", this study discusses the impact of the environment on brand repositioning of Taiwan's hot spring hotel industry and further illustrates the performance of brand repositioning. This study conducts case analysis method and puts forward the research proposition based on the findings. This research explores the relationship between external environment and strategies in Taiwan's hot spring hotel industry, and further examines how this relationship influences performance. In addition, this studies explores the role of transformational leadership and flat organization in the process of brand repositioning. This research focuses on the A hotel for case study and conducts external environment analysis of the hot spring hotel A, from the viewpoint of key resources, demand-supply relation, and market structure. The concrete strategies of brand repositioning will include re-selecting target market, re-adjusting product and service, and implementing of pricing and promoting strategy. This research use balanced scorecard (BSC) to evaluate the performance of brand repositioning and finds that both transformational leadership and horizontal organization influence operation performance positively.

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Infantino, Marta. "The role of corporate website in brand repositioning : the case of Malìparmi." Master's thesis, 2014. http://hdl.handle.net/10400.14/16658.

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The work at hand aims at analyzing the role of the corporate website in the internationalization and upwards brand repositioning strategies undertaken by Malìparmi. Malìparmi is a niche-fashion Italian-based SME born in the 1970s. During the 2000s Malìparmi experienced strong growth and could be defined as a ‘premium brand’. In 2012 and 2013 its growth slowed down. Due to the economic crisis and to major shifts in the competitive environment, the management decided that internationalization together with a upwards brand repositioning strategy were needed if the company was to grow again. In order to achieve these two interdependent objectives, the management reckoned that a renewal of the website was needed not only to approach consumers otherwise unreachable, but also to communicate the same brand image consistently through all channels. Furthermore, a new website was necessary if the e-commerce channel was to be expanded. The methodology included a market research and a literature review on the concepts of luxury branding, brand repositioning and on the reciprocal effects of online and offline brand image. The market research entailed an in-depth interview with Malìparmi’s CEO and an online survey. The research’s results proved that the current corporate website conveyed an image of the brand not in line with the one perceived by consumers who visited Malìparmi’s mono-brand stores. Moreover, it was demonstrated that consumers who did not know Malìparmi before visiting its website could not develop a clear image of the brand, and perceived the service offered by the website in worse terms than those who held a prior offline brand image of Malìparmi did. Therefore, these results confirmed that a renewal of the website was necessary if the company was to upwards reposition its brand as a designer brand and become more international.

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Rodrigues, Inês Simões Ribeiro. "Targeting and repositioning the lancers brand in the Portuguese rosé wine market." Master's thesis, 2021. http://hdl.handle.net/10362/130981.

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José Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy.

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Madeira, Catarina Auer. "Targeting and repositioning the lancers brand in the Portuguese rosé wine market." Master's thesis, 2021. http://hdl.handle.net/10362/130996.

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José Maria da Fonseca, a recognized Portuguese winemaker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several repositioning at tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese consumers and assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and it should be positioned as a top-quality brand offering agreat social and gastronomical experience, as opposed to the firm’s current marketing strategy.

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Leandro, Rita Maria De Oliveira Pedro. "Targeting and repositioning the lancers brand in the Portuguese rosé wine market." Master's thesis, 2021. http://hdl.handle.net/10362/132391.

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José Maria da Fonseca ,are cognized Portuguese wine maker, is growing in the domestic market. However, one of its eldest brands, Lancers(a brand of mainly rosé), has been struggling despite several reposition in gat tempts. The developing rosé wine market led to the conduction of a market research to examine the behavior of Portuguese assess the most adequate target market and positioning for Lancers. The results show that Lancers’ ideal target audience are mature wine drinkers, and its hould be positioned as a top-quality brand offering a great social and gastronomical experience, as opposed to the firm’s current marketing strategy.

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Stensson, David, Alexandra Strömberg, and Johan Alfredsson. "The Effects of Repositioning as a process of Rebranding in terms of Brand Equity, Corporate Identity, and Brand Image : A case study on Lidl." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-26690.

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Background: Brands are associated with certain elements, including name, logo and slogan. Being understood as major parts of all brands, changing these would be considered as a vital event. The term ‘rebranding’ is an umbrella term for describing the three following processes; changing name, changing the aesthetics of the brand, and/or repositioning. Although rebranding often results in success, the process of rebranding is challenging and risky, and it is important for firms to understand the main opportunities as well as the main barriers in order for the rebranding process to be as well-organised and effective as possible. With this in mind after a significant change, companies need to enforce the brand images previously perceived by consumers, in order to capture and transfer brand equity, as well as making sure that the rebranding process responds to the desired corporate identity of the firm. Purpose: The purpose of this thesis is to understand corporate rebranding, focusing on repositioning, and what consequences arise from it, in terms of brand equity, corporate identity, and brand image, by using the case of Lidl in order to illustrate this. Method: A single-case study has been conducted illustrating Lidl in accordance with the purpose of this thesis. Primary data have been collected through a qualitative method, and secondary data has been gathered to further support purpose and gain understanding about Lidl. Theoretical insights have been collected through a literature review. Conclusion: Derived from the research the authors can conclude that repositioning, as a process of rebranding, is a difficult and long-term process. The research and findings show that repositioning although difficult is possible proven by examining positive effects from the rebranding process of Lidl on brand equity, corporate identity and brand image.

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Hou, Shi Chyuan, and 侯西泉. "A study on Construction Industry Brand Repositioning－Using Kuo Yang Construction Co. Ltd. as example." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/97640462364125474134.

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碩士
國立臺灣大學
國際企業管理組
96
Executive MBA Program in International Business Management College of Management National Taiwan University Name：Hou-shi-chyuan Month/Year：Jan,2008 Advisor：PH.D Wu,ching A study on Construction Industry Brand Repositioning －Using Kuo Yang Construction Co. Ltd. as example Abstract Brand is a product which offers functional benefit and a sense of satisfaction, value and trust that can make consumers to take the purchasing action. Brand symbolizes a product’s name and image; it even symbolizes the identity and class of the consumer. Although Brand value is intangible, it is still a very important asset for an enterprise especially in marketing. An effective marketing needs brand value-added and the main reason is because internationally recognized definition for Brand Value is equal to Brand Positing times Brand awareness. Furthermore, when an enterprise operator finds any problem in its brand from market and sales, It should immediately take proper counter measure such as brand repositioning to avoid the loss from magnifying. This study analyzes the key factors to the success and failure of seven brand repositioning cases in both domestic and foreign markets. It will offer the best and new operating model for Taiwan construction industry which is facing fierce competition and is struggling to increase operation performance through increasing brand value. Generally speaking, there are about ten brand positioning strategies used by construction industry when facing operating difficulty which are Confirming the major force in macro-environment of the company, Focusing on PEST analysis, Establishing strategic business unit, Attaching great importance on customer value and brand equity, Evaluating market segmentation and target market, Selecting the usable competitive tool for the company, Picking an integrated positioning strategy, Enforcing total quality control, and Drafting high profit and high price strategy .As regard to the success of brand repositioning by Kuo Yang Construction Co. Ltd, its major strategies could be concluded to the following six points: 1. Full control of Strategic Planning procedure 2. Proper Brand Repositioning 3. Emphasize on Customer Relationship Management 4. Proper use of Marketing Information System Planning 5. Drafting integrated Marketing Mix 6. Formulating complete 10Ps Marketing Strategy Furthermore, this study also extend the traditional 4Ps marketing strategy to 10Ps which adds new 6Ps such as Physical environment, Proposition, Plan, Perception, Pleasure and Process to the traditional 4Ps like Product, Price, Place, and Promotion. The purpose is to match 10Ps to 10Cs and achieve LOHAS life of health and Sustainability and new Value and Lifestyle through packaging the enterprise image (CIS), and to bring the function of integrated marketing into full play. This study looks into the operation crisis faced by Kuo Yang Construction Co. Ltd ten years ago and how they bring the enterprise back to life through brand repositioning. The study is expecting to offer some insights to the construction industry for drafting operating and investing strategies when facing business cycle.

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Micco, Martina Di. "Can the strategy of the Italian fashion luxury brand Gucci sustain the brand´s middle term future among its target?" Master's thesis, 2021. http://hdl.handle.net/10362/123160.

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Gucci is one of the most famous Italian luxury fashion brands, which in the last five years saw an exponential increase in its revenues because of the new rebranding. However, despite the rise in profitability, sales and interest for the brand have been slowing down during the last year. This Work Project aims to investigate if the present brand strategy could still sustain the brand in the middle term future. The research methodology focused on qualitative in-depth interviews with luxury consumers and luxury experts. Insights on future strategies for the brand are proposed at the end of the Thesis.

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Quinteiro, Vânia De Carvalho Victor. "Marca produto e marca serviço: projecto de reposicionamento de duas marcas." Master's thesis, 2008. http://hdl.handle.net/10071/1511.

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O mercado actual caracteriza-se pela sua dinâmica, tornando-o cada vez mais exigente e mutável. É neste contexto de mudanças rápidas, constantes e, muitas vezes, imprevisíveis que se coloca a questão do valor da marca para a organização. A marca assume, dessa forma, um papel de extrema importância para a empresa, mas também para os seus diferentes públicos, o que se traduz numa cada vez mais rigorosa gestão das marcas, de forma a criar uma imagem positiva da marca, na mente dos consumidores. Para isso, o gestor de marketing tem de delinear uma estratégia de posicionamento dirigida a cada um dos seus públicos-alvo, através da proposta de um benefício num sinal evocador. A marca é, assim, um sinal, reflectido numa identidade, que representa uma missão ou um benefício, procurando gerar associações que criem, junto dos seus públicos-alvo, uma imagem diferenciada da concorrência. A estratégia de gestão da marca deve ser continuamente avaliada, ao longo tempo, mantida e, se necessário, repensada, através de estratégias de reforço ou revitalização da marca. É deste último aspecto, de repensar uma nova estratégia para a marca que surge o reposicionamento, visto como um conjunto de acções que visam criam novas associações à marca, na mente do consumidor. O presente trabalho apresenta a concepção de um projecto de desenvolvimento e implementação de uma estratégia de reposicionamento de duas marcas (marca produto e marca serviço), baseado num caso real, de forma a fazer a ponte entre a investigação (escassa) e a prática do reposicionamento. Brand, Brand Management, Consumer Psychology, Repositioning
The actual marketplace is characterized by its dynamics, turning it more and more demanding and changeable. It is in this context of fast, constant and unexpected changes that the subject of the brand value is brought up to the organization. Therefore, the brand assumes a paper of extreme importance for the company, but also for their different publics, which leads to a rigorous brand management, in way to create, in the consumer’s mind, a positive brand image. To make that possible, the marketing manager has to delineate a positioning strategy driven to each one of their targets, through the proposal of a benefit translated into a reminiscent sign. Thus, the brand is a sign, reflected in an identity, which represents a mission or a benefit, trying to generate associations that create, near their publics, an image differentiated from the competition. The brand management strategy should be continually evaluated and maintained and, if necessary, rethought, through reinforcement or revitalization brand strategies. It is in this last aspect, of rethinking a new brand strategy, that repositioning comes to place, seen as a set of actions that seek to create, in the consumer’s mind, new brand associations. The present work presents the conception of a development and implementation project of two brands repositioning strategy (brand product and brand service), based on a real case, in way to build a bridge between the investigation (scarce) and the repositioning practice.

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Perestrelo, Catarina Carvalho. "Repositioning of the brand TV cine & séries online: strategic analysis of the own means of social networks and online platform." Master's thesis, 2019. http://hdl.handle.net/10362/68982.

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This Work Project, conducted within a direct research internship at NOS, aims to propose a reposition of the brand TVCine & Séries online, focusing on a strategic analysis of the own means of social networks and online platforms. Through secondary data provided by NOS and collected online, in-depth interviews of current and past clients of the service and the author’s experience on the matter, recommendations were developed based on blue ocean strategy. On analyzing the most relevant attributes in the Pay TV industry’s strategy canvas, a new value curve is reconstructed for TVC&S. Over the elimination of static website, reduction of offline marketing expenditures to raise SEO design and social content tools usage, a new video on demand service must be created alongside with customer interactivity in the new user friendly website, which provides a flexible subscription fee scheme and a recommendation and customized service. These recommendations try to deliver a more focus, unique and clear message for the industry, enhancing TVC&S’s value innovation.

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Aly, Sarah Munir Asharaf. "Portuguese shoes : the sexiest industry in Europe : a repositioning strategy towards changing the perception of Portuguese footwear : a brand´s perspective." Master's thesis, 2016. http://hdl.handle.net/10400.14/19983.

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The Portuguese footwear industry is one of the most dynamic sectors in the country and has progressing steadily. Nonetheless, the industry has faced in the past decades, the challenge of aligning its image to the strategic positioning of the sector. This thesis revolves around the study of the Portuguese footwear industry and its image repositioning strategy as well as, the understanding of how an emergence luxury brand within this industry has been able to craft an intelligent marketing strategy, affirming its competitiveness among the international elite through a wellthought positioning strategy. Through this example students, readers and academics will be able to get an inside scoop of the industry and understand the underlying drivers and challenges of an industry´s image repositioning strategy whilst surrounded by the distinctive specificities of the current economic environment. The outcome of this study has yielded mainly two conclusions: The Portuguese footwear industry has evolved tremendously yet, it still faces a challenge in aligning its image to match the already excellent reputation Portuguese shoes have in terms of quality. Furthermore, the perceived value of the "Made in Portugal” brand is still not identified amongst consumers as a value added feature in Portuguese shoes. The Portuguese footwear industry is currently confronting such challenges and is indeed moving towards a fully integrated communication strategy, which aligns its excellent quality products to a sophisticated, luxurious image.
A indústria do calçado Português é um dos sectores mais dinâmicos do país e tem progredido de forma notável. No entanto, a indústria tem enfrentado nas últimas décadas, o desafio de alinhar sua imagem ao posicionamento estratégico do sector. A presente tese gira em torno do estudo da indústria do calçado Português e da sua estratégia de reposicionamento de imagem, bem como, a compreensão de como uma emergente marca de luxo desta indústria tem sido capaz de criar uma estratégia de marketing inteligente, afirmando a sua competitividade entre a elite internacional através de uma esclarecida estratégia de posicionamento. Através deste exemplo estudantes, leitores e acadêmicos serão capazes de obter um olhar privilegiado da indústria e compreender as causas subjacentes e os desafios de uma estratégia de reposicionamento de imagem de uma indústria envolvida pelas especificidades distintivas do ambiente econômico actual. O resultado deste estudo culminou principalmente em duas conclusões: Ainda que a indústria do calçado Português tenha evoluído tremendamente na última década, ainda enfrenta um desafio no alinhamento da sua imagem para coincidir com a já excelente reputação que os sapatos portugueses têm em termos de qualidade. Além disso, a percepção de valor do "Made in Portugal" como marca ainda não está identificado entre os consumidores como uma característica valor acrescentado para sapatos portugueses. A indústria do calçado Português está atualmente a enfrentar tais desafios e caminha de facto para uma estratégia de comunicação totalmente integrada, alinhando os seus produtos de excelente qualidade com uma imagem sofisticada e luxuosa.

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Matos, Ana Margarida Bernardo de. "Plano de marketing Dove: reposicionamento da marca." Master's thesis, 2010. http://hdl.handle.net/10071/2766.

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O presente trabalho consiste no desenvolvimento de uma alternativa de plano de marketing para os produtos de higiene capilar da marca Dove, integrante do portfólio de produtos detido e comercializado pela multinacional Unilever. Apesar do reconhecimento público da boa performance alcançada pelos produtos comercializados pela Unilever, a marca Dove não se tem situado naquele registo, encontrando-se o seu desempenho comercial muito aquém do obtido por outras marcas que, com ela, concorrem directamente no mercado em causa. Perante esse facto, para além da análise de dados secundários, procurou-se identificar, junto dos actuais e potenciais consumidores, as causas que poderão estar a induzir uma procura de mercado aquém do espectável e, na posse dessa informação, determinar sobre a necessidade de proceder ao reposicionamento da marca. Após o acervo e tratamento desses dados primários, conjugado com a análise de outros elementos situacionais, concluiu-se que a marca carece de ser reposicionada. Neste contexto, tendo em consideração os objectivos e estratégia de actuação suscitados pela análise realizada, desenvolveu-se um possível plano de marketing para o próximo triénio, com especial incidência para o primeiro ano.
The present work develops an alternative marketing plan concerning Dove's hair care products, part of the portfolio of products owned and marketed by the multinational Unilever. Despite the public recognition of good performance achieved by products sold by Unilever, the Dove brand has not been located in that record, and their business performance is far below that obtained by other brands, that present themselves as direct competitors in this particular market. Given that fact, in addition to secondary data analysis, we attempted to identify, from the current and potential customers, the causes that may be inducing a market demand below expectations, and based on this information, determine the importance of proceeding with the repositioning of the brand. After the collection and treatment of primary data, in conjunction with the analysis of other situational factors, it was concluded that the brand needs to be repositioned. In this context, taking into account the objectives and strategy of action arising from the analysis, we developed a possible marketing plan for the next three years, focusing on the first year.

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Freire, Margarida Xavier Carrilho Santos. "Strategies to increase out-of-home consumption of Compal : the main meal challenge." Master's thesis, 2016. http://hdl.handle.net/10400.14/20073.

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Compal is the leading Portuguese juices and nectars brand created in 1952, responsible for a market share superior to 70%. The brand belongs to the group Sumol+Compal, which is a beverages Portuguese company that resulted from the merger of two strong players in the Soft Drinks market: Sumolis and Compal. In Portugal, beverages intake mostly occurs during lunch and dinner. However, Compal’s consumption is higher during light meals: breakfast and afternoon snack. Therefore, the entire dissertation revolves around this opportunity faced by the brand: how can Compal change consumers’ habits and increase its consumption levels during main meals in the HORECA (hotels, restaurants and cafes) channel, without jeopardizing its core consumption occasions? The present dissertation provides a broad overview of relevant marketing topics of brand equity, positioning, repositioning, consumer behavior in the soft drinks market and communication strategies in a Literature Review. Additionally, a Case Study is also present with a Teaching Note, where instructions are provided for in-class discussion, and a Market Research, which includes an In-depth interview to Compal’s marketing manager, two Focus Groups and an Online Survey. Results of this dissertation suggest that Compal needs to create a different juice concept to convince Portuguese consumers that J&N are proper for main meals, with the help of in-store lunch promotions targeting students and employees, and higher distribution in restaurants and hotels.
Compal é uma marca de sumos e néctares portuguesa criada em 1952, líder da categoria e responsável por mais de 70% de quota-de-mercado. A marca pertence ao grupo Sumol+Compal, uma empresa portuguesa de bebidas que resultou da fusão de dois fortes concorrentes no mercado: Sumolis e Compal. Em Portugal, o consumo de bebidas ocorre maioritariamente durante o almoço e o jantar. Contudo, o consumo de Compal é mais elevado nas refeições ligeiras: pequeno-almoço e lanche. Por esse motivo, esta dissertação está centrada nesta oportunidade enfrentada pela marca: como é que a Compal pode mudar os hábitos dos consumidores e aumentar o consumo durante as refeições principais no canal HORECA (hotéis, restaurantes e cafés), sem prejudicar os seus momentos atuais de maior consumo? Esta dissertação oferece uma revisão geral de temas de marketing relevantes, tais como brand equity, posicionamento, reposicionamento, consumo do consumidor na indústria dos refrigerantes e estratégias de comunicação numa Revisão Literária. Adicionalmente está presente um Estudo de Caso com uma Nota de Ensino, no qual providencia instruções sobre como abordá-lo em sala de aula e um Estudo de Mercado, que inclui uma entrevista ao responsável de marketing da Compal, dois Focus Groups e um Questionário Online. Os resultados desta dissertação sugerem que a Compal precisa de criar um conceito de sumo diferente para convencer os consumidores de que os S&N são apropriados para as refeições principais, com a ajuda de promoções de almoço direcionadas para estudantes e trabalhadores, e com o aumento da distribuição em restaurantes e hotéis.

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Paisana, Ana Filipa. "Reposicionamento de um produto: baby paint." Master's thesis, 2012. http://hdl.handle.net/10071/5968.

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Apostando na contínua inovação e diferenciação no mercado, em 2008 a Dyrup lança a marca Baby Paint by Bondex – marca cuja gama de produtos foi especialmente desenvolvida para a decoração (pintura) de quartos de bebés. Oferecendo uma variedade de produtos e cores nunca antes vista no mercado de tintas decorativas, recorrendo à utilização de uma imagem apelativa e, tendo como base um moderno conceito assente na psicologia das cores (influência das cores no comportamento e desenvolvimento do bebé), o lançamento de Baby Paint é um sucesso. 4 anos após o bem sucedido lançamento, a queda de vendas é uma constante. A marca está nas mãos de uma nova equipa de Marketing que terá obrigatoriamente que tomar uma decisão relativa à continuidade desta gama de produtos. Em pleno período de recessão económica onde a palavra de ordem é “optimizar”, é imperativo conhecer melhor o consumidor (o que procura, como escolhe e como nos vê) de forma a perceber quais as suas expectativas e hábitos e assim poder proporcionar-lhe a melhor oferta do mercado. Num sector onde a informação de mercado escasseia e os produtos dirigidos aos nichos de mercado quase nunca são prioridade, o desafio consiste em encontrar um novo posicionamento para a gama Baby Paint ou... simplesmente descontinuá-la.
Investing on market diferenciation and following the line of inovation, in 2008 Dyrup launched Baby Paint by Bondex – a brand whose product range was especially developed for decorating (painting) babies rooms. Offering a diversity of products never seen in Achitectural Coatings Maket before, using a captivating image and having as basis a modern concept of colours (colours psychology – colours having influence on babies’ behavior and growth), Baby Paint enters the market as a success. Four years after the successfull launch, sales are fallig every year. This brand is now in “new hands”. The new Dyrup Marketing team will necessary have to take a decision on the future of this brand. In the middle of a economic recession period, it’s imperative to have the word “optimization” as a lead. It’s a master requisite to understand the consumer (what is wanted, how is it choosed, how consumer sees the company) in order to meet their expectations and habits, companies must be able to provide the best offer available in the market. In a sector where market information is less, products for niche markets are almost never a priority, more will be to find a new positioning for Baby Paint range or… simply shut it down.

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Dissertations / Theses on the topic 'Brand Repositioning'

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