Top Reasons To Reposition A Brand

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: Brand Aid

Comments

[Anupam Banerjee]

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.