The challenges and opportunities of sustaining a brand through repositioning: The Jägermeister Case

Sammanfattning: Purpose: The purpose of this research paper is to examine the challenges of repositioning both in aligning the brand image with the brand identity and in sustaining the brand equity through creating consistency. This research is examined through the case of Jägermeister. Methodology: A qualitative research method was conducted. Primary data was collected through a focus group and secondary data was collected through a case study of Jägermeister’s repositioning in 2017. The primary data was used to gain an understanding of the individuals’ brand image, and the secondary data enabled us to analyse the repositioning, its motives and further challenges. Findings: The main findings of this paper are the importance of adopting a brand-oriented approach through repositioning as well as staying close to the brand identity, and proving the importance of reflecting on the identity through the image perspective. This contributes to a view of the brand orientation with an incorporation of the image, creating an inside-out orientation with an outside-in perspective. Our research also highlights the importance of communicating the brand consistently and developing the brand within the borders of the brand identity. Theoretical and Managerial implications: For theoretical implications, we propose a framework allowing us to measure and map possible gaps between brand image and brand identity, based on the corporate brand identity matrix. We provide several managerial implications, one of them being the importance to review the identity through the image to address possible gaps through communication. Addressing image-identity gaps was proved necessary to create consistency within the brand. Original/value: As the markets are constantly changing, brands are in need to contemporise the brand. This paper adds to the understanding of the challenges and opportunities of sustaining a brand through repositioning, as well as the repositioning strategy of premiumisation in particular. Further, the paper adds to the previous research on identity-image compliance by suggesting a new framework.