Repositioning : a brand personality

• Main Authors: Norlander, Terése, Unander-Scharin, Malin
• Format: Bachelor Thesis
• Language: English
• Published: 2007
• Subjects: Social Behaviour Law; Branding; brand personality; positioning; repositioning; Samhälls-; beteendevetenskap; juridik; Hennes; Luleå
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-52027

Markets for consumer products and customer demand changes rapidly and therefore a company has to change in a way that meets these new demands. A repositioning process can be a great strategy for companies to change their position in the marketplace. Repositioning can affect the brand personality, an...