Brand Re-Positioning
Term Project: Brand Repositioning
Brand management
10/21/2011
Submitted To: Prof. S. Balasubramanian
Submitted By:
Manali Agarwal 10PGDM026
Monica Dhiman 10PGDM031
Naval Maheshwari 10PGDM033
Rahul Jain 10PGDM040
Rajesh Rai 10PGDM041
Raman Chaudhary 10PGDM042
Lalit Malik 10PGDM024
Shubham Agrawal 10PGDM050
Submitted By:
Manali Agarwal 10PGDM026
Monica Dhiman 10PGDM031
Naval Maheshwari 10PGDM033
Rahul Jain 10PGDM040
Rajesh Rai 10PGDM041
Raman Chaudhary 10PGDM042
Lalit Malik 10PGDM024
Shubham Agrawal 10PGDM050
Table of Contents
Executive Summary: 3 Understanding Brand 4 Key brand elements 4 Criteria for choosing brand elements 5 Brand positioning 5 Methodology of data collection: 6 Analysis of Data: 7 Brand Repositioning Pros and Cons: 8 Challenges in the path of brand Repositioning: 10 Survey conducted to judge the perception of customer due to brand Repositioning 14 Conclusions and Recommendation: 17 References: 20 Appendix 21 Some Famous Examples of Brand Repositioning: 21 Repositioning of Titan 21 Repositioning of Airtel 22 Brand Repositioning of Cadbury: 24 Brand Repositioning of Magners: 27 Brand Repositioning of Philips: 28
Executive Summary:
Companies use different names, logos and symbols as their brand image and equity so as to make them easily recognizable and recallable among their customers. They try to position their brand in such a manner so that perception created by it in the minds of customers should synchronize with the product offering of company. However with the passage of time companies tend to reposition their brand because of several factors and they need to undergo the very lengthy and expensive process of brand repositioning.
Through this term project we try to study various reasons which force companies to do brand repositioning and its aftermath consequences. It also consists of various recent examples of brand repositioning done by some famous companies.
To study
Brand management
10/21/2011
Submitted To: Prof. S. Balasubramanian
Submitted By:
Manali Agarwal 10PGDM026
Monica Dhiman 10PGDM031
Naval Maheshwari 10PGDM033
Rahul Jain 10PGDM040
Rajesh Rai 10PGDM041
Raman Chaudhary 10PGDM042
Lalit Malik 10PGDM024
Shubham Agrawal 10PGDM050
Submitted By:
Manali Agarwal 10PGDM026
Monica Dhiman 10PGDM031
Naval Maheshwari 10PGDM033
Rahul Jain 10PGDM040
Rajesh Rai 10PGDM041
Raman Chaudhary 10PGDM042
Lalit Malik 10PGDM024
Shubham Agrawal 10PGDM050
Table of Contents
Executive Summary: 3 Understanding Brand 4 Key brand elements 4 Criteria for choosing brand elements 5 Brand positioning 5 Methodology of data collection: 6 Analysis of Data: 7 Brand Repositioning Pros and Cons: 8 Challenges in the path of brand Repositioning: 10 Survey conducted to judge the perception of customer due to brand Repositioning 14 Conclusions and Recommendation: 17 References: 20 Appendix 21 Some Famous Examples of Brand Repositioning: 21 Repositioning of Titan 21 Repositioning of Airtel 22 Brand Repositioning of Cadbury: 24 Brand Repositioning of Magners: 27 Brand Repositioning of Philips: 28
Executive Summary:
Companies use different names, logos and symbols as their brand image and equity so as to make them easily recognizable and recallable among their customers. They try to position their brand in such a manner so that perception created by it in the minds of customers should synchronize with the product offering of company. However with the passage of time companies tend to reposition their brand because of several factors and they need to undergo the very lengthy and expensive process of brand repositioning.
Through this term project we try to study various reasons which force companies to do brand repositioning and its aftermath consequences. It also consists of various recent examples of brand repositioning done by some famous companies.
To study
References: “Retail Brand Repositioning: A Historical Analysis”, Yannik St. James – Queen’s University, Canada (2001) Appendix