Reposition The Brand

Brands are one of the biggest phenomena in marketing today. They have been important for centuries. Some brands become well established and very popular, but eventually some if not most brands get a bit tired. A brand manager has to ensure that a brand has environmental adaptability and growth potential. No matter how well a brand is positioned it may need repositioning later. It may be competitor positioning or changing consumer tastes but, whatever the reason, it is as well to reposition existing brands before bringing out new ones. That way the existing awareness of the brand and customer loyalty can be built on without risking alienating or confusing people.

A brand may be a name, design, sign, word or symbol or combination of them to identify the goods or services of one seller or group of sellers from those of competitors. People who become brand loyal may develop a set of beliefs about a brand and it takes on special value. A reputation for an experience of quality and consistency in a brand establishes trust with the owner. Maintaining that special place in the mind of the consumer is vital in repositioning.

There may be considerable risk involved in repositioning but problems can be overcome by carrying out some research first. Attitudes and perceptions may be easy to observe with new brands but more difficult with existing brands. Some brands and products have repositioned so often customers do not know what they mean anymore. Others have repositioned their products and brands very successfully like Volvo and Wrigley, Brylcreem and UPS.

New ideas for repositioning brands and products can be generated by any number of well established methods. The aim may be best served by following principles of market orientation to maintain a customer focus and be aware of competitive positions.