Successful Brand Revitalization of Parkland through Brand Repositioning Strategy

Abstract

Parkland, which is one of the pioneer brands in men’s fashion in Korea, specifically suits, has recentlyundertaken bold brand repositioning activities to respond to the fast-changing environment and toovercome limitations in its current image positioning. As a result, in a short time period, Parklandachieved remarkable marketing and communication success. This case study explains how Parklanddrew successful brand repositioning from the fierce fashion market. This study systematically analyzes the brand repositioning strategy process and implementationstrategy used to resolve the conceptual and structural issues of Parkland as a mature brand. To thisend, this study assesses Parkland’s brand strategy focusing on brand environment and positioning. Accordingly, the study analyzes the target concept and basic direction of the brand repositioning interms of the repositioning strategy process, and from an integrated marketing perspective, examinesthe specific implementation program for repositioning. Finally, the study addresses the outcomes ofbrand repositioning efforts as well as steps to be taken in the future.