When To Reposition Your 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: The Brand Positioning Workshop

Comments

[Vikas Dubey]

It is easy to position a brand if the myth around the brand is known to the marketer.

According to Derrida, Western thought always divides a text into polar opposites eg good/bad, adventure vs security, indoor vs outdoor.

A brand creates myth by resolving the contradiction between these polar opposites.eg Apple creates myth by resolving complexity vs simplicity contradiction.

I think whenever the myth at the heart of a brand fades, its time to reposition.