Repositioning
Exclusively refers to a strategic change in a brand’s market perception, while simultaneously preserving its core identity. Brands often undertake repositioning to adapt to evolving market dynamics, target new audiences, or counteract competitors. This transformation can impact various aspects of a brand, from its promises and communication strategies to its product offerings. During repositioning, brands may also engage in rebranding and redesign efforts. A prime example of this is Burberry’s evolution from being viewed as a traditional brand to a contemporary luxury label.
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Motiva is an independent branding agency specialising in hospitality, tourism, and upmarket brands, operating in Vienna, Belgrade, and Porto Heli. Using insights from behavioural economics, we tap into core human motives to spark connection and influence choice—creating distinctive hotel brands, destination strategies, and luxury brand experiences that drive sustainable growth. Our work has been recognised internationally with multiple iF Design Awards, the Good Design Award from the Chicago Athenaeum, and the Tourist Austria & International Advertising Grand Prix.
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