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Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use: The Case of Pedras

Consumer Perception of Brand Repositioning Through Benefit Diversification and Intensity of Use: The Case of Pedras
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Author(s): Francisca Quintas Rodrigues (Faculty of Economics, University of Porto, Portugal) and Beatriz Casais (School of Economics and Management & CICS.NOVA, University of Minho, Braga, Portugal)
Copyright: 2022
Pages: 14
Source title: Cases on Digital Strategies and Management Issues in Modern Organizations
Source Author(s)/Editor(s): José Duarte Santos (Instituto Superior Politécnico Gaya, Portugal)
DOI: 10.4018/978-1-7998-1630-0.ch004

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Abstract

A company's positioning strategy is focused on how the company wants its brand to be perceived in the market. However, the constant change of markets has led many companies to carry on repositioning strategies to deliberately change their strategic positioning, namely by widening its product or service benefits to attract a wider market audience. As product or service positioning is always defined by the consumer, there is the need to understand the extent to which each company is able to communicate its new intended positioning and actually make it perceived. This chapter presents the case of Pedras, a Portuguese brand of naturally sparkling water which ramped up its communication efforts regarding the extension of its product's benefits in order to minimize the potential gap between intended and perceived positioning. Digital communication strategies are discussed to engage young consumers.

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