We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Nobody downloaded yet

Re-Branding - Case Study Example

Comments (0) Cite this document
Although re-branding is a term that is thrown around a great deal within the world of marketing, the reality of the matter is that re-branding is merely an umbrella term for a host of marketing theories and concepts…
Download paper
Read TextPreview

Extract of sample

Utilizing the case of Hunter Boots and the case study which was provided concerning how the firm was able to rebrand and ultimately turn the company around from near insolvency to rampant sales generation and growth, this brief analysis will be able to draw a high level of inference upon the means by which re-branding is effected as well as pointing to some of the key marketing concepts and theories that are oftentimes utilized in order to bring effective re-branding about. As such, rather than merely restating the case study in question, this particular analysis will seek to define the means whereby Hunter Boots was able to effect its rebranding and turn around via several different applications of marketing strategy and theory. Moreover, rather than merely elaborating upon some of the marketing mechanisms that Hunter Boots utilized in order to bring the firm back from the brink of extinction within the marketplace, the analysis will close with a particular word of warning. Such a word of warning is of course with relation to the fact that such a rebranding process that is ever-mindful of the realities of the marketplace is demanded to be perpetually engaged with if such a firm wishes to continue to have a place within the market. One of the very clear and present realities of the way in which markets behave and interact with the consumer and vice versa is with respect to the rapid level of change and fast changing consumer tastes. As such, the market for Hunter Boots had all but died out prior to the successful rebranding that took place. In this way, the relevant stakeholders of the firm found it necessary to institute a series of marketing theories and concepts in order to evoke a level of positive change within overall sales of Hunter’s line of boots. The first of these was to seek to reposition the brand. Whereas previously Hunter Boots had experienced a degree of appeal among wealthier segments of British society, the allure had since been lost as the style and limited product choice had come to be seen as stodgy and outdated. In such a manner, repositioning the brand to make it appeal to a broader audience was direly necessitated. Running tangentially to this need and reality of repositioning the brand, the firm found it expedient to seek to leverage the “upmarket”. This of course is a marketing concept that useful to understand with regards to the target market that the firm is attempting to leverage. With regards to how Hunter Boots sought to upmarket the product line, it was the understanding and realization of key individuals within the management of the firm that successful rebranding should not deviate too far from the originally strength and stigma that Hunter Boots originally entailed. In such a way, the ultimate intention was to market Hunter Boots as something of a chic aspect of “haute couture” that denoted a degree of sophistication and wealth. In such a way, the rebranding effort utilized consumer desire to represent this exclusivity as a means of not only increasing sales but increasing the price per pair of boots approximately 20% (Coster, 2009). Two further marketing concepts which were heavily utilized in order to engage the consumer were with respect to the level and extent to which product differentiation and expansion of the product line were effected to increase overall sales. Whereas before the restructuring and rebranding of Hunter Boots, there were only two specific product offerings that the firm was able to exhibit, as a result of the rebranding efforts, the firm set out to explosively increase the overall number of style ... Read More
Cite this document
  • APA
  • MLA
(“Re-Branding Case Study Example | Topics and Well Written Essays - 750 words”, n.d.)
Retrieved from https://studentshare.net/marketing/93289-a-case-study-for-the-case-a-brand-re-booted
(Re-Branding Case Study Example | Topics and Well Written Essays - 750 Words)
“Re-Branding Case Study Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.net/marketing/93289-a-case-study-for-the-case-a-brand-re-booted.
  • Cited: 0 times
Comments (0)
Click to create a comment
Marketing Communication and Branding
Carefully outlined and correctly implemented appropriate integrated marketing communication strategy will manage to influence on people’s awareness, impelling them to renounce alcohol, become blood donors and give support to ill and needing patients. Mentioned marketing strategy is supposed to be elaborated for the period from October 2011 to February 2012.
4 Pages(1000 words)Case Study
Re-branding and Marketing: Bedfordshires Visitor Attraction
Bedfordshire is one of the most famous tourist attraction in UK. To encourage people to visit the site, Bedfordshire does not only sell its hotel and restaurant services to the public but also offer access to ZSL Whipnade Zoo, Woburn Safari Park, and open farms, spa services, and other water and non-water sports activities such as jet ski, wakeboarding, and paint-balling (Bedfordshire, 2013).
8 Pages(2000 words)Essay
Aeroflots global marketing approach in Russia & U.K
Air transport is a large and growing part of world economy. The Air transport Action group forecast that by 2010 the economic impact would approach $2-$3 trillion, accounting for even 30 million jobs. Clearly the development of an efficient global air transportation system has enormous consequences not just for consumers, but for local, national and world economics as well.
12 Pages(3000 words)Case Study
Holiday Inn Hotel, UK
The integration of the global markets into a single village brings about new sets of opportunities for industries. Among those highly affected by globalization are the hospitality industries. Experts have anticipated and reported the upbeat performance of these sectors. BTI UK revealed that “the global hotel industry is enjoying a growth phase.
7 Pages(1750 words)Case Study
Thus a brand constitutes a symbolic embodiment of all the values that a corporate stands for and its represents information connected to a company. The term brand name is often used synonymously with the term brand, but brand name is usually used to denote the written or spoken linguistic elements of a brand.
8 Pages(2000 words)Essay
Strategic Marketing Management of Wal-Mart
The organisation possesses a large customer base in U.S., which constitutes nearly one-third of the population. The company operates all over the world through 7800 Wal-Mart stores and Sam's Club warehouses. Being the largest retailer in the world, Wal-Mart is responsible for the introduction of a series of job opportunities globally.
14 Pages(3500 words)Case Study
Building a Strong Brand
Nestl is likely to have lost share in the seasonal chocolate market in line with its performance across the entire chocolate confectionery market. The problems in Nestl's confectionery business have attracted much press attention, culminating in the departure of the UK MD in November 2005 who described Nestl Rowntree as a "business in crisis".
16 Pages(4000 words)Case Study
McDonald's Case Study
These macro environmental factors are political, economic, social, environmental, and legal commonly known as Pestel. McDonald had to keep these macro environmental factors in active consideration in order to expand and establish itself successfully. Sometimes these factors become very burdensome but success demands its fulfilment.
6 Pages(1500 words)Case Study
Marketing Spotlight on HSBC
The primary success factor of HSBC has been their emphasis on localization of the HSBC brand in the region of operation thus making customers more comfortable to deal with them. Their strategy of localization has helped them to build local competitive advantages in the regions of their operations such that they could compete effectively with the local players of the region.
5 Pages(1250 words)Case Study
Re-entry programs
Recidivism can be measured by either new criminal acts or parole violations, either of which result in a return to prison (Bureau of Justice Statistics). The
3 Pages(750 words)Case Study
Let us find you another Case Study on topic Re-Branding for FREE!
Contact us:
Contact Us Now
FREE Mobile Apps:
  • About StudentShare
  • Testimonials
  • FAQ
  • Blog
  • Free Essays
  • New Essays
  • Essays
  • The Newest Essay Topics
  • Index samples by all dates
Join us:
Contact Us