Brand repositioning and communications in full in PDF format taken from edition 10 of Business Case Studies.
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’.
Read the case study online here