This branding case study helps students understand how companies re-position themselves to consumers through communication and product development/enhancement.

As a result of carefully reading the Case Study, students should be able to: explain what is meant by repositioning and why Philips carried out qualitative and quantitative research to identify an appropriate position for the brand, understand why it is important to understand the strengths and weaknesses of an existing brand when deciding how to reposition it, describe how Philips had built a new position for its brand, based on creating products that are ‘designed around you’, ‘easy to experience’, and ‘advanced’.

This new product development case study focuses on Philips and how a competitive edge can be built through design. The Philips-Alessi Line was the creation of a new set of products designed to ‘re-humanise the kitchen’.

This study focuses on the way in which Philips has transformed its organisation and culture in order to flourish in the modern competitive world.