Repositioning is the process of changing the place that a brand now holds in the minds of the target audience. It is a process of altering how the target market views the brand or its offering in relation to its
In the Process of Repositioning
Although it starts from a different place, the repositioning process is remarkably similar to the initial positioning process. The goal of the initial positioning procedure is to give an offering a new position or market segment that didn’t exist before. On the other side, the repositioning process assesses the current position of a good, service, or brand and focuses on how to change positioning-and, with positioning, market perceptions-in order to increase competitiveness.
Repositioning may entail adjustments to the real product or its selling price in order to alter market perceptions, but these are not always necessary. Changes in the advertising message and strategy are frequently used to achieve the new positioning and distinctiveness. Companies frequently conduct marketing efforts short-term and long-term aimed at rebranding a product or service with little to no modifications made to the actual product or service. These repositioning initiatives frequently center on attempting to persuade a current target market to take a second look at a product or service and perceive it from a different angle. Repositioning frequently seeks to change consumer perceptions in order to make an item more appealing to a larger market segment.
Implementing Brand Repositioning Strategies: A Writing Prompt
So, is rebranding the same as brand repositioning? Not quite. While both phrases refer to modifications, a brand repositioning plan is more of a measured uplift than a thorough revision of your company’s identity. Rebranding, on the other hand, calls substantially greater work. It can involve modifications to your business name, logo, flagship product, and more.
Repositioning aims to change your brand’s status, affiliations, personality, and message while keeping all of its instantly recognizable elements. In other words, rather than making a significant change, brand repositioning seeks to alter customers’ perceptions of a product or the brand.
Implementing Brand Positioning Strategies: A Writing Prompt
You can put your understanding of the following essay prompt to use by responding to it.
(1) Strategies for repositioning brands
( 2) The successful implementation of these plans.
You work for Big Fossil Fuels Co, a business that specializes in the production of crude oil and natural gas, as the Chief Brand Officer (CBO). The activities of Big Fossil Fuels are being affected more and more by the rise in environmental activism around the extraction of fossil fuels. Thousands of demonstrators demonstrated in front of the corporate headquarters last quarter after Big Fossil Fuels allegedly refused to clean up an oil leak that, according to the President, was the fault of our machinery suppliers rather than us. When the federal government stated last week that “Big Fossil Fuels has a track record as one of the least environmentally responsible firms in the world,” the company received additional criticism. The stock price has now fallen as a result of the pension funds’ refusal to
The President has called you into an urgent meeting. I need you to create a brand repositioning strategy. I’m depending on you since we can’t afford for this issue to hurt our reputation much longer. Please offer me some advice on how we may increase the likelihood that the Brand Repositioning strategy will be successful.
Provide an explanation of your choice in a 150-word essay
(1) The Brand Repositioning tactic that, in your opinion, would be most appropriate for the company and
(2) Give the business at least two pointers that will help it make the most of its Brand Repositioning.
Importance Of Repositioning Opportunities
It is challenging for a brand to survive with poor positioning for the straightforward reason that the target audience cannot connect the brand’s positioning with emotions, qualities, feelings, or attitudes. Due of this, shifting positions is crucial.
Repositioning also becomes more significant over time as the brand, industry, and competition all grow, as it enables the brand to occupy a different (and more lucrative) space in consumers’ minds.
It provides the brand a new lease on life in the market and revs up customers’ perceptions of it.