The Importance of Effective Brand Equity Management for Successful Brand Repositioning 1999 (English)Independent thesis Basic level (degree of Bachelor)Student thesis

Abstract [en]

The aims of this study was to find out why brand managers recently prefer to reposition mature brands which are losing market share. It was further the aim to identify key success factors with regard to both brand repositioning and effective brand equity management in order to be able to determine how crucial effective brand equity management is for a brand repositioning success. In order to fulfil the aims of the study an investigation of Reckitt & Colman, Hull, England - a company selling household, toiletry, and over-the counter pharmaceutical products - was undertaken. The investegation was based on a personal interview, complimented by a telephone interview, and concentrated around the company’s recent repositioned, famous lavatory care brand Harpic. During the interviews Neil Hepplewhite, the marketing manager of Harpic, revealed important information concerning the brand and the brand repositioning as well as the brand equity management of Harpic. The primary data form the interviews together with the secondary data found in published literature sources have served as the basis for this inductive study. The conclusions of the study are partly based on concrete primary- and secondary data, showing that brand managers decide to reposition mature brands, which are losing market share, because old brand names carry a potential and a value that are becoming increasingly more expensive and risky to create a new. The other part of the conclusion is based on the clear relationship, found in the analysis, between key success factors with regard to brand repositioning and brand equity management. A relationship which reveals that effective brand equity managemnet is very much necessary for a brand repositioning success.

Place, publisher, year, edition, pages

1999.

Identifiers

URN: urn:nbn:se:hh:diva-8562Local ID: U2624OAI: oai:DiVA.org:hh-8562DiVA, id: diva2:363648

Uppsok

Social and Behavioural Science, Law

Note

Denna uppsats kan beställas från arkivet / This paper can be ordered from the archive. Kontakta / Contact: arkivet@hh.seAvailable from: 2010-11-09 Created: 2010-11-09Bibliographically approved

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