Repositioning a Brand for Effective Customer Capture

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ACKNOWLEDGEMENT

No words can express my appreciation and gratitude to my research advisor _______ through the course of this research, Professor _____has taught me numerous values that extend well beyond the realm of _________ (Your Subject Name). His emphasis on dedication to work and his valuable and practical insights of life are some of the major highlights of my education at The University _________. To Professor _____, I say with great respect, thank you very much.

It is a great honour for me to have Professor _______ on my thesis committee. His insightful suggestions and comments are a major asset to this research. I learned so much from Professor ______, and I will always remember him as a truly superb teacher. To Professor _____, I am greatly indebted.

I would like to thank Professor ______ for his contribution to this research. Professor _____ has provided me with essential input and guidance as an outside member of my committee. His remarks and suggestions are greatly appreciated.

I would like to thank _____________ for the support they had provided me throughout the research project.

I would like to thank _____________ for their support and help in this research.

DECLARATION

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

Signed __________________ Date _________________

ABSTRACT

In this thesis, the researcher focuses on 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 thesis 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. One such strategic alternative is repositioning, the changing of a currently untenable positioning to a more effective one. A brand's position represents the perception that consumers have of that brand, with regard to its attributes and benefits, when considering the market as a whole. For a repositioning effort to be successful (i.e., for a perceptual shift to occur), a new brand meaning must become accessible and the old brand meaning must be forgotten, blocked, or at least constrained. Furthermore, this study opted for Qualitative method which includes case study. Secondary data enable the researcher to determine brand repositioning to attract effective customer. However, Case study method helped the researcher to understand how brand brands effectively reposition their brands to capture new customers. Analysis section answered the identified research question in support with literature review. Finally, in conclusion the researcher summarised the research findings along with highlighting the areas for future ...