Brand repositioning and communications
A Philips case study

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Page 5: Conclusion

Philips has always been associated with value for money high-tech products. However, in the past it would have benefited from having a stronger brand image.

The repositioning exercise based on 'sense and simplicity' helps the wider public to better understand Philips as a consumer focused organisation that is continually providing appropriate simple-to-use solutions for everyday needs through the application of the latest technology.

Philips | Brand repositioning and communications