Brand - how to reposition a brand
(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.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1343511
- author
- Hrisafovic, Anja
- supervisor
- organization
- year
- 2004
- 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 00:00:00
- 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}},
language = {{eng}},
note = {{Student Paper}},
title = {{Brand - how to reposition a brand}},
year = {{2004}},
}