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