Год выпуска: 2012 Автор: Nouman Ahmed Издательство: LAP Lambert Academic Publishing Страниц: 88 ISBN: 9783846583883
Описание
This book looks at the brand repositioning. How it can be implemented and why we need to reposition the brand? Literature suggests that customer form an image through a fusion of all signals released by the brand. Brands try to encourage customers to perceive the attributes they seek as being strongly associated with the brand. The brand has definitely gone much further from its original concept of identification because of today’s highly competitive world where only the best can survive hence customer perception is very critical. Positioning is not about the product, but what they buyer thinks about the product or organisation. Companies need to reposition its brand when it starts struggling to survive in the market. In this book Skoda motors case history has been used. Research reflected that how Skoda brand improve their market growth and reposition itself from being unreliable to durable cars manufacturer image and the factors involved in their success
