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Brand Positioning

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:

1. Your brand has a bad, confusing or nonexistent image.
2. The primary benefit your brand “owns” has evolved from a differentiating benefit to a cost-of-entry benefit.
3. Your organization is significantly altering its strategic direction.
4. Your organization is entering new businesses and the current positioning is no longer appropriate.
5. A new competitor with a superior value proposition enters your industry.
6. Competition has usurped your brand’s position or rendered it ineffectual.
7. Your organization has acquired a very powerful proprietary advantage that must be worked into the brand positioning.
8. Corporate culture renewal dictates at least a revision of the brand personality.
9. 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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Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education

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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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