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Successful Brand Revitalization Of Parkland Through Brand Repositioning Strategy, Jung Ok Jeon, Hyung-Shik Jung, Sukekyu Lee, Lee

Asia Marketing Journal

Parkland, which is one of the pioneer brands in men’s fashion in Korea, specifically suits, has recently undertaken bold brand repositioning activities to respond to the fast-changing environment and to overcome limitations in its current image positioning. As a result, in a short time period, Parkland achieved remarkable marketing and communication success. This case study explains how Parkland drew successful brand repositioning from the fierce fashion market.
This study systematically analyzes the brand repositioning strategy process and implementation strategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To this end, this study assesses Parkland’s …