Research Model of Strategic Repositioning of the Brand
以Perutnina Ptuj品牌为例，通过竞争分析、品牌分析、定性研究及国际市场概念测试，构建品牌战略重新定位的研究模型，对食品企业应对动态市场有参考价值。
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.