| Summary: | Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers’ view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image. Purpose: The purpose of this thesis is to, from a management perspective; describe how the process of repositioning a brand continues. The aim is also to describe which aspects within the brand that are changing. Also, our aim is to identify the underlying causes of repositioning a brand. The main focus of the thesis is, however, the first two research questions. Research method: We have conducted 16 personal interviews with representatives of Volvo, Indiska, Scan Foods, Bageri Skogaholm, Coop, Arla Foods, Carlsberg Sverige and Lindex. We also conducted interviews with the advertising agencies that the companies work with. Results: Repositioning a brand is a time-consuming process that involves the whole company. The process constitutes a certain pattern, formed as different steps. The process contains changes in the brand identity and/or changes in the communication. Generally, the process characterizes recruitment of new competence to handle brand issues.
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