The application of buzz marketing tools in repositioning the brand: cases of launching automotive brands in the international markets

Abstract

The thesis overall objective is to examine the applicability of brand repositioning by the means of buzz marketing communication tools that allow a brand to manage with existing buzz on the market it enters. To accomplish this objective two cases of automotive industry were analyzed, together with theoretical background. The repositioning is assessed being crucial strategic action for the case of the negative buzz for the brands in automotive industry, as those are driven by buzz.