Research Model of Strategic Repositioning of the Brand

Tina Vukasovic

Management, 2009, vol. 4, issue 3, 259-280

Abstract: Development of the world food market has, in recent years, been marked by rapid, unexpected and complex changes. The world food industry is operating in an explicitly dynamic environment which demands constant adjustments and responses. Good familiarity with consumers, their habits, wishes, and motives for buying a certain product is becoming an increasingly important area and food companies have, therefore, devoted more attention to it. The paper uses case a study of the brand Perutnina Ptuj to illustrate the importance of action elements in repositioning a brand in competitive markets. The example is illustrated by using a research model of strategic repositioning of a brand. The results of the analysis of competitors, the analysis of the brand, the results of qualitative research, and the development and testing of possible concepts on international markets have offered a basic starting-point for a new positioning of the brand.

Keywords: brand; (re)positioning; qualitative research; poultry meat and products; Perutnina Ptuj (search for similar items in EconPapers)
Date: 2009
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