The Impact Of Influencer Marketing On Brand Repositioning

With countless brands flooding the market and traditional media losing its way to reach consumers,brands are searching for new possibilities to stay relevant.Brand repositioning is a continuously important topic as the market and its consumers are constantly changing and requiring companies to adapt.Reaching new or different target groups and changing brand perception and brand image accordingly to reach them is a major challengeInfluencer marketing has been on the rise in the last years,yet research has been limited to its impact on short-term objectives e.g.sales.The link between the communication channel and branding has not been further explored,not to mention its impact on brand repositioning.This thesis examines the practicality of using influencer marketing for brand repositioning strategies by addressing how brand repositioning can be influenced by collaborating with influencers and what needs to be considered when doing so.To investigate the research topic,a qualitative approach was adopted,whereby four expert interviews were conducted.The research findings suggest that this communication channel is effective as brand repositioning calls for relevant and clear communication which is a major strength of influencer marketing.The image of the influencers,and their authenticity and credibility get transferred to the brand image itself,and specific target groups can be reached,especially a younger demographic.Nevertheless,brand repositioning requires a consistent brand appearance in all customer touch points,meaning that influencer marketing is only one part of the overall marketing mix.