You will need to identify a brand that is currently having some image issues (i.e., not clear what it stands for, or perceived as old-fashioned and out-of-date), analyse its current positioning, develop a new positioning and managerial recommendations to bring this new positioning to life.

I have choose a Costa Coffee, and also i have started with the report, if you can build on. The total is 3000 words, i have done 500.

The main issue that have found is customers complaints, so if you can concentrate on this.

Please use harvard reference system and sources from mintel, statista and journals and online books.

Please find attached assessment brief and the report i have started so far. Please note that i add the references i have done so far.

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