IDEAS home Printed from https://ideas.repec.org/a/mgt/youmng/v4y2009i3p259-280.html
   My bibliography  Save this article

Research Model of Strategic Repositioning of the Brand

Author

Listed:
  • Tina Vukasovic

Abstract

Development of the world food market has, in recent years, been marked by rapid, unexpected and complex changes. The world food industry is operating in an explicitly dynamic environment which demands constant adjustments and responses. Good familiarity with consumers, their habits, wishes, and motives for buying a certain product is becoming an increasingly important area and food companies have, therefore, devoted more attention to it. The paper uses case a study of the brand Perutnina Ptuj to illustrate the importance of action elements in repositioning a brand in competitive markets. The example is illustrated by using a research model of strategic repositioning of a brand. The results of the analysis of competitors, the analysis of the brand, the results of qualitative research, and the development and testing of possible concepts on international markets have offered a basic starting-point for a new positioning of the brand.

Suggested Citation

  • Tina Vukasovic, 2009. "Research Model of Strategic Repositioning of the Brand," Management, University of Primorska, Faculty of Management Koper, vol. 4(3), pages 259-280.
    • Handle: RePEc:mgt:youmng:v:4:y:2009:i:3:p:259-280
    as

    Download full text from publisher

    File URL: http://www.fm-kp.si/zalozba/ISSN/1854-4231/4_259-280.pdf
    File Function: full text in Slovene
    Download Restriction: no
    File URL: http://www.fm-kp.si/zalozba/ISSN/1854-4231/4_302-304.pdf
    File Function: abstract in English
    Download Restriction: no
    ---><---

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mgt:youmng:v:4:y:2009:i:3:p:259-280. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Alen Jezovnik (email available below). General contact details of provider: https://edirc.repec.org/data/fmkupsi.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.