The outcomes of brand repositioning measured by consumer perception

: from Modalfa to MO

Abstract

In recent decades, it has been observed that several private labels seek to move away from being perceived merely as low-cost alternatives and are beginning to establish themselves as autonomous, modern brands with their own identity. It is in this context that MO emerges, a Portuguese fashion brand originally launched in 1995 under the name Modalfa in Continente hypermarkets. Since then, it has pursued a gradual repositioning process aimed at consolidating its identity as an independent and modern brand, reflected in a brand value of €26 million in 2024. Considering that brand positioning ultimately takes shape in the minds of consumers, this study seeks to answer the research question: to what extent is the success of MO9s repositioning strategy reflected in consumer perceptions and responses? To address this question, a mixed-methods approach was adopted, combining two interviews with brand managers and a consumer survey, which yielded 333 valid responses. The findings indicate that consumers recognize improvements in MO9s image, particularly in terms of modernity, proximity, and accessibility. Results also show that the more positive the perception of the brand9s evolution, the greater the levels of trust and purchase intention, with attitude and trust partially explaining this relationship. Nonetheless, challenges remain: MO9s historical association with Continente continues to influence perceptions, acting both as an advantage, by transmitting trust and convenience, and as a limitation, by hindering MO9s full affirmation as an independent brand. Overall, the results show that MO9s repositioning has generated concrete progress, but remains a gradual and unfinished process, requiring consistent communication, stronger differentiation and reinforcement of strategic values. The study contributes to academic discussion by positioning consumer perception as a critical measure of repositioning success and by providing managerial implications for private label managers seeking to achieve symbolic legitimacy and independence in competitive markets.

Date of Award	11 Dec 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Madsen (Supervisor)