The objective of this article is to analyze the brand attractiveness factors likely to contribute to a strategic repositioning on a given market. Indeed, the strategic repositioning of a brand on the basis of its attractiveness leads us to ask the central question of this research: “is there a link between the attractiveness of brands and strategic repositioning in a given market?”. To answer this research question, a questionnaire was constructed. Based on the review of the literature as well as the information collected in the exploratory phase, two hypotheses were put forward, comprising two sub-hypotheses each contributing to the construction of the said questionnaire. A series of pre-tests were carried out on the questionnaire for its validation. The survey using a final questionnaire was conducted among a sample of 1400 consumers selected by the quota method in this sector of activity. The data collected was processed using SPSS software. The analysis of the linear correlation, the variance and the likelihood function led to the results obtained. The results show that the M brand is more attractive than the others on the market. Among the brands, the AK brand is the most attractive. Recommendations were made to managers to make the brands more attractive. A strategic repositioning model has also been developed for this purpose.
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