Ompositioneringens dolda hot
Riskerna med varumärkesompositioneringar
BrandBrand imageBrand identityPositioningRepositioningRevitalizingStrategic changeVaruma?rkeVaruma?rkesimageVaruma?rkesidentitetPositioneringOmpositioneringRevitaliseringStrategisk fo?ra?ndring
The purpose with this essay is to study how companies use the repositioning process and identify the risks involved from a business perspective. We have chosen to base our essay on the following research questions:What reasons are there for a company to initiate a repositioning?, What does it mean for companies to implement a repositioning?, What are the risks with a repositioning?We have used a qualitative research method and have chosen to interview six respondents which in various ways are actively working with brand repositioning. Our study has been implemented with and deductive character.The most important conclusion that we observed after implementing our study is that repositioning is a high-risk project. Instead of changing their entire brand image, companies should instead make small changes and revitalize the brand by developing the strength that already exist. The biggest risks that we have identified is that a repositioning may result in that the company loses their customers, customer loyalty but also losing market shares. We consider that a repositioning only should be implemented if it is absolutely necessary and when the risks are imminent.