| Summary: | The competition for customers in today’s society is growing rapidly. Companies invest a great amount of time and recourses to establish and preserve a strong brand. Repositioning is a process that today is necessary for virtually all brands at some point during its lifetime and is about to change a customer's perception of a brand name, by changing its associations. The goal is to create a new, stronger position for the existing brand. Hemtex is one of the Nordic regions most famous brands in the home textile industry, but in recent years they have lost market shares to competitors and their sales performance have been declining. One of the reasons for this was considered to be due to Hemtex's marketing strategy; repeated sales and offers. A repositioning of the brand was considered inevitable. For the last 6 months, Hemtex have been working actively with the resumption of credibility among consumers when it comes to their product quality and they're also trying to increase the understanding of their pricing. We want to be associated with quality and a reasonable price with a vision as follows: "Our vision is to bring inspiration and innovation to all homes, not exclude anyone!” Consumers do not fully understand all changes that Hemtex have been implementing. However, we do know through both theories and studies, that the repositioning process of an established brand is something that is time consuming and is something one must not speed up or slow down too much. Enormous patience and a willingness to live up to the promises that comes with the repositioning, is a must for a successful repositioning.
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