Concepedia

Brand Repositioning

Brand Repositioning is a strategic marketing process whereby a brand alters its positioning in the marketplace relative to competitors to change consumer perception, typically in response to shifts in market dynamics, customer needs, or competitive pressures.

17

Publications

2.2K

Citations

27

Authors

21

Institutions

Publications per year

2017–2026

0

Parents

Children

Publications

17

Consumer Preference Formation and Pioneering Advantage

Gregory S. Carpenter, Kent Nakamoto · Journal of Marketing Research · 1989 · 849 citations

, , +14

A country — can it be repositioned? Spain — the success story of country branding

Fiona Gilmore · Journal of Brand Management · 2002 · 371 citations

, , +12

Consumer Preference Formation and Pioneering Advantage

Gregory S. Carpenter, Kent Nakamoto · Journal of Marketing Research · 1989 · 355 citations

, , +14

A Constrained Unfolding Methodology for Product Positioning

Wayne S. DeSarbo, Vithala R. Rao · Marketing Science · 1986 · 148 citations

, , +16

Market Share Response When Consumers Seek Variety

Fred M. Feinberg, Barbara E. Kahn, Leigh McAlister · Journal of Marketing Research · 1992 · 109 citations

, , +12

1–5 of 17

Authors

27

  1. JW
    John W. Keon

    New York University, United States

    2 publications · 62 citations

    2

    h-index

  2. KN
    Kent Nakamoto

    Virginia Tech, United States

    2 publications · 1.2K citations

    2

    h-index

  3. FM
    Fred M. Feinberg

    University of Michigan, United States

    2 publications · 161 citations

    2

    h-index

  4. LM
    Leigh McAlister

    The University of Texas at Austin, United States

    2 publications · 161 citations

    2

    h-index

  5. GS
    Gregory S. Carpenter

    Kellogg's (Canada), Canada

    2 publications · 1.2K citations

    2

    h-index

1–5 of 27

Institutions

21

  1. University of Pennsylvania

    Philadelphia, United States

    2 h-index

    2 publications

    257 citations

  2. Austin College

    Sherman, United States

    2 h-index

    4 publications

    265 citations

  3. College of Business Administration

    Riga, Latvia

    2 h-index

    4 publications

    265 citations

  4. Columbia University

    New York, United States

    2 h-index

    4 publications

    2.4K citations

  5. The University of Texas at Austin

    Austin, United States

    2 h-index

    4 publications

    265 citations

  6. Griffith University

    Brisbane, Australia

    1 h-index

    1 publications

    22 citations

  7. New York University

    New York, United States

    1 h-index

    1 publications

    38 citations

  8. Southern Illinois University Edwardsville

    Edwardsville, United States

    1 h-index

    1 publications

    42 citations

1–8 of 21

Venues

  1. Journal of Marketing Research

    6 publications · 1.4K citations

    6

    h-index

  2. Marketing Science

    2 publications · 250 citations

    2

    h-index

  3. Journal of the Academy of Marketing Science

    1 publications · 28 citations

    1

    h-index

  4. Cities

    1 publications · 22 citations

    1

    h-index

  5. Journal of Product & Brand Management

    1 publications · 42 citations

    1

    h-index

1–5