[Re-Positioning a Brand]

By

ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

Signed __________________ Date _________________

ABSTRACT

For the purpose and objective understanding the positioning tool that has been undertaken for the purpose and objective of making effective use of the tools that have been intended in the context of making marketing attempts more effective connections and bonds with current and potential customers respectively. This script has been highlighted and dually framed for understanding, analyzing, identifying and comprehending the several working patterns of brand positioning and repositioning that prevail in the market and also to look out for recent trends that arrive and pop up in the light of maintaining the brand.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

CHAPTER 01: INTRODUCTION1

Introduction1

Background of the Research1

Research Question1

Research Aims and Objectives1

Significance of the Study2

Ethical Considerations2

CHAPTER 02: LITERATURE REVIEW3

What is Positioning?3

Positioning a Brand and its Limitations6

The current state of affairs12

The customer's point of view14

Relaunching the industry brand15

Relaunching your brand17

Automobile industry moves with the times20

Comparing two brands: Nike and Adidas24

Difference between Nike and Adidas24

Intense competition between Nike and key rival Adidas25

Nike's Advertising and its Impact on Youth's identity27

Adidas's Advertising and its Impact on Youth's Identity28

Setting the prospect in the light of Positioning29

Oversimplification30

Over Communication33

Differentiation35

CHAPTER 03: METHODOLOGY38

Research Design38

Literature search criteria38

Search techniques used38

Keywords used38

Theoretical framework38

REFERENCES40

APPENDIX42

CHAPTER 01: INTRODUCTION

Introduction

For understanding the functioning and reputation of branding that may occur within the market there are several parameters that require discussion. This study shall focus upon the ebbs and flows of maintaining an original, yet relevant and impact strategy that could help improves the current positioning of the brand label in the minds of the customer and as a result, helps improving the reputation of the brand at the present stage of penetration .

Background of the Research

A brand, as brought forth by the greatest pioneer minds and researchers, is defined as a symbol, logo, name, icon or any particular feature that distinguishes and differentiates the brand from other labels available in the market in view of the customer. In this script, the most important attempt of understanding the work done is to highlight the tools, techniques and tactics utilize for achieving brand positioning and repositioning targets in the minds of the customer.

Research Question

The research question that shall be discussed at length in this paper is 'the impact of repositioning the brand in the customer's perception.'

Research Aims and Objectives

The core aims and objectives that shall be discussed in light of research shall be:

Current standing of the brand

Question related to brand positions

Maintaining the current strata of the brand in the mind of customer

Strategies, tools and tactics undertaken towards brand positioning and repositioning.

Referring to real-case scenarios

Significance of the Study

With the accounts of understanding brand positioning, this paper ...