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Brand repositioning and communications (PDF)


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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

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