Positioning and the creation of a brand personality are becoming more and more important to companies as they try and reach out to customers. As competition becomes harder for nearly all companies and organizations it is becoming more and more important to
Markets for consumer products and customer demand changes rapidly and therefore a company has to change in a way that meets these new demands. A repositioning process can be a great strategy for companies to change their position in the marketplace. Repositioning
The importance of branding has increased in recent decades due to the ever- growing flow of information and advertising, both offline and online. An important part of branding is the brand personality which is a way to differentiate the company (and its