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Repositioning enables companies to seek a change in customer’s perceptions of them in relation to compete other brands or changing customer expectations (Pride et al, 2007) that it requires establishing more compelling points of difference. It is important to reposition the brand on some key image dimensions and is needed to be more contemporary by creating relevant usage situations, a more contemporary user profile, or a more modern brand personality. This is because existing brands in the maturity phase of PLC may be seen as trustworthy to customers but also uninteresting and boring. Moreover, companies should secure a position which is unique and free from their close competitors...
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