avatar_48x48
Contact BSI
Derrick Daye
888.706.5489 Email us

Brand Repositioning

Brand repositioning focuses on changing what customers associate with the brand and sometimes competing brands. This usually entails a change in the brand’s promise and its personality. Taglines often change with brand repositioning (to communicate the new promise). And sometimes the identity itself is updated or refreshed to reinforce the change in the brand’s positioning.

Brand Repositioning

When To Reposition A Brand

By

When To Reposition A Brand - Disruption

When to reposition a brand should be widely known and well accepted among marketing professionals, but it is not. Brand repositioning is necessary if one or more of these conditions exist:

Read More
Brand Repositioning

Repositioning vs. Rebranding

By

Rebranding Repositioning Strategy

Today on Branding Strategy Insider, another brand strategy question from the BSI Emailbag. Lisa, a marketer in Washington D.C. asks:

“What is the difference between repositioning and rebranding?”

Read More
Brand Repositioning

Success And Radical Brand Repositioning

By

Brand Repositioning Abercrombie & Fitch Brand Strategy

Conventional brand repositioning wisdom is to alter the brand’s position incrementally from the established position, playing off of current assumptions about the brand. It is usually a very tricky and subtle exercise that requires deep customer insight. And yet, some brands have radically altered their brand’s meanings, so much so that the ‘before’ and ‘after’ target audiences are completely different.  Following are two examples of this.

Read More
Brand Repositioning

Brand Strategy: Repositioning Commodities

By

Brand Strategy Brand Positioning Frank Perdue

Even producers in the commodity world of meats and produce have found ways to reposition themselves and thus create a unique selling proposition. Their successful strategies can be summed up in five ways.

Read More
Brand Repositioning

Brand Strategy: Repositioning A Competitor

By

Brand Strategy Brand Repositioning Olive Oil

There are times, though rare, that a repositioning the competition strategy is not to hang a negative on them, but simply to put your lead competitor in its place—or, shall I say, in second place? This was the case in a project we did for the producers of Spanish olive oil.

Read More