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Brad VanAuken Brand Positioning Re-Branding

Top Reasons To Reposition A Brand

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Brand Repositioning Brand Strategy

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.)

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2 Comments

Anupam Banerjee on December 01st, 2009 said

Look at this -

8 reasons for repositioning:

-Increasing relevance to the consumer
-Increasing occasions for use
-Making the brand serious
-Falling sales
-Bringing in new customers
-Making the brand contemporary
-Differentiate from other brands
-Changed market conditions.

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  1. Anonymous - February 1, 2007

    Branding Strategy Insider: Top Reasons to Reposition a Brand

    Brand repositioning is necessary when one or more of the following conditions exist…

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