Top Reasons To Reposition A Brand
Published on August 9th, 2006
Written by: Brad VanAuken The Blake Project
Brand repositioning is necessary when one or more of the following conditions exist:
- Your brand has a bad, confusing or nonexistent image.
- The primary benefit your brand "owns" has evolved from a differentiating benefit to a cost-of-entry benefit.
- Your organization is significantly altering its strategic direction.
- Your organization is entering new businesses and the current positioning is no longer appropriate.
- A new competitor with a superior value proposition enters your industry.
- Competition has usurped your brand's position or rendered it ineffectual.
- Your organization has acquired a very powerful proprietary advantage that must be worked into the brand positioning.
- Corporate culture renewal dictates at least a revision of the brand personality.
- You are broadening your brand to appeal to additional consumers or consumer need segments for whom the current brand positioning won't work. (This should be a "red flag." This action could dilute the brand's meaning, make the brand less appealing to current customers or even alienate current customers.)
Sponsored By: The Brand Positioning Workshop