This thesis reports on brand repositioning, i.e. changing a position of a brand. The theoretical approaches are described in the first part, the second one focuses on an analysis of the Scholl brand repositioning. This brand offers shoes of a supreme quality and design. The main goal of this paper is to evaluate the continous results of the repositioning activities accomplished since 2009, compare them with the specified goals for this mission, and based on the findings, formulate recommendations for Scholl, how to proceed in order to achive those goals.

There is a lot of possible points of view on the brand repositioning. One of them are the changes which take place in the society.

時尚精品產業的發展行之有年，歷經了時代的淬練，誕生了如英國的Vivienne Westwood、Burberry、Pringle；法國的Dior、Chanel、Celine、LV、Hermes、Agnes b、BALENCIAGA、YSL；義大利的Gucci、Prada、Fendi、BOTTEGA VENETA、MIU MIU、Chloe、Gianni Versac、Giorgio Armani、MaxMara、Ferragamo；日本的三宅一生；美國的Calvin Klein等等知名品牌。而這些品牌也的確一直被視為品質的保證、品味的象徵，在過去的市場表現有不菲的佳績。而奠基於品牌背後的是其品牌形成歷史故事與過程，這些內涵強壯了品牌的表現，蔚為時尚的經典。然而隨著時代的變遷，環境的改變，時尚品牌也面臨著巨大的考驗，當市場成長趨緩，客層年齡的移動，對於時尚品味的演變，導致品牌面臨品牌形象僵固化、抑或品牌形象已不符合時代的潮流，或者是顧客的不同需求。又時尚品牌與其他產業不同，有其不可磨滅之傳統與歷史，影響時尚品牌重定位的空間寬廣度。 過去對於時尚品牌相關論文研究，多從消費者面著手，較少探討企業面的做法，以及對於重定位議題之直接文獻也為少數，所以本研究探討時尚品牌因大環境或自身條件的改變及限制的因應對策為何，即時尚品牌重定位階段的因應做法為何？並利用David Aaker的品牌識別理論、及品牌識別執行工具檢視時尚品牌重定位的做法，並歸納出以下結論： 一、 時尚品牌形成的內涵，奠基於工匠精神對品質的要求，與時代發展、文化背景結合。發展品牌時，可以擁有一至兩個或以上的品牌識別概念。 二、 時尚品牌重定位時，善用過去的歷史文化、傳統，在摩登與傳統中取得平衡，以增加品牌識別的概念，加強消費者對於品牌的認知。 三、 時尚品牌重定位時，應用品牌識別執行工具，透過對外一致的形象廣告、場所的打造、品牌標誌的設計，可呈現品牌識別概念。整頓產品系列與通路的掌握是必要的，設計創新、材質創新、時裝成衣為切入重點。「執行長」與「創意總監」為建構時尚品牌的重要角色。

Positioning is a key element of brand's strategic management and it is often a driver for success on given market. In every brand's life cycle there can be a moment, where current positioning simply doesn't work anymore, so there is need to reposition the brand to modify the current one or develop a new one. The main goal of this master thesis is to give readers full detail of the whole process of repositioning and to create ideal scenario for this process in FMCG market. I describe all most important parts of the brand and its strategic management related to positioning in the theoretical part. In the practical part I use a method of case study of Birell brand to describe real example of repositioning. This case study also includes reasons and consequences of the repositioning. In conclusion of the thesis, there is compiled ideal scenario of the whole process, that can serve as a basis for further research or as a instruction for future projects.

The main goal of the master's thesis is to find reasons for and assess the results of recent repositioning of the brand Frisco conducted in 2013. In the theoretical part, main brand theories are analyzed together with a recent theory of so-called "Brand Archetypes". In the practical part, based on own consumer survey, market trends, brand history and company research, a brand SWOT analyses is conducted. As a result of this analysis, further recommendations for the brand heading are proposed.