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Brand - how to reposition a brand

Hrisafovic, Anja (2004)
Department of Business Administration
Abstract
I believe that vision, image and identity, brand and positioning are all parts of repositioning process. When repositioning, company has to decide if it is going to compete with same attributes as before or if company is entering totally new competitive domain with new dimensions. Fleur de Santé has changed its identity and chose which parts of it to point out; history, brand and natural ingredients in order of creating new picture in customers minds. Their identity is thought trough carefully but not all parts of positioning are fulfilled as I recommend in my RESTART repositioning process.
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author
Hrisafovic, Anja
supervisor
organization
year
type
M2 - Bachelor Degree
subject
keywords
brand, re-positioning, Fleur de Santé, brand identity, brand image, Management of enterprises, Företagsledning, management
language
English
id
1343511
date added to LUP
2004-06-22
date last changed
2012-04-02 15:13:28
@misc{1343511,
  abstract     = {I believe that vision, image and identity, brand and positioning are all parts of repositioning process. When repositioning, company has to decide if it is going to compete with same attributes as before or if company is entering totally new competitive domain with new dimensions. Fleur de Santé has changed its identity and chose which parts of it to point out; history, brand and natural ingredients in order of creating new picture in customers minds. Their identity is thought trough carefully but not all parts of positioning are fulfilled as I recommend in my RESTART repositioning process.},
  author       = {Hrisafovic, Anja},
  keyword      = {brand,re-positioning,Fleur de Santé,brand identity,brand image,Management of enterprises,Företagsledning, management},
  language     = {eng},
  note         = {Student Paper},
  title        = {Brand - how to reposition a brand},
  year         = {2004},
}