Re-shaping a well-known brand

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Below is a list of Business Case Studies case studies organised alphabetically by company. To view more companies, please choose a letter from the list below. The youth market is probably the most difficult market for an organisation to compete in. Products for young people are often a form of self-expression – a fashion statement shaped by an infinite mix of influences which often change rapidly. Competing in such a market involves being close to customers, understanding their behaviour and the many different factors which influence it. In fast changing markets such as the youth market, it is important for an organisation to offer a  ‘product’ that includes many of the features, benefits and services with which young people can identify. A product strategy goes beyond simply developing a range of products. It also involves providing a distinctive identity for the products with which users can identify. This process is known as branding. A brand As brands become familiar, they begin to represent a series of values or meanings. These may be tangible, such as the physical shape and packaging of a product, or less tangible such as brand personality. The challenge for a large organisation like Boots is to…

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