Brand positioning and repositioning

A brand personality element is usually expressed as an adjective. Top So many brands and companies are constantly reinvigorating their businesses and positioning them for growth. To improve the perceptions of corn syrup, one supplier began calling it "corn sugar", positioning it as an alternative to cane sugar or beet sugar.

A focus on brand essence may be helpful in this regard. Therefore, if this page does not highlight the particular information that you are looking for, then please use the top-level menu or the search facility to navigate to more relevant topics.

At a time when larger cars were popular, Volkswagen introduced the Beetle with the slogan "Think small. You must continue to evaluate the market and your target customers — those that are most important to the future of your brand. If you doubt it, check out how many celebrities have changed their names to become more marketable: For example, in the past century the New York Central Railroad lost its leadership as air travel became possible.

When to Change Your Brand Name

InJohnson tried to reposition JC Penney from a discount store to an upscale store that sells chic yet affordable products.

Goodrich eventually sold its tire business to Uniroyal. Companies having a broad recognition may be able to use the abbreviated names and consumers will make the translation in their minds.

Real-World Education for Modern Marketers

Taste is a top-down perception. Brand positioning creates a specific place in the market for your brand and product offerings. Philip Morris USA rebranded its name and logo to Altria on January 27, due to the negative connotations associated with tobacco products that could have had potential to affect the profitability of other Philip Morris brands such as Kraft Foods.

How well does the market respond to your existing brand? Consider the case of Life Savers candy. However, time after time the company failed in other product categories in which it was not first. Price, Quality, Product Attributes, Distribution, and Usage Occasions As companies and brands today look to brand repositioning, they first have to ask what the reasons are for repositioning the brand.

Consumers frequently confused the tire manufacturer B. Another form of product rebranding is the sale of a product manufactured by another company under a new name. They have used discount stores as their prime distribution channel and they have priced shoes at a discount level as well.

In order to create a unique and successful positioning for your brand, you need to analyze the following: Rebranding affects not only marketing material but also digital channels, URLs, signage, clothing, and correspondence.

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Product Positioning

We hate spam as much as you do. While some people might see soy in a negative light, a promotional campaign could be developed to emphasize a sort of "pride of origin" for soy butter. This strategy is to introduce multiple brands rather than changing existing ones that hold leadership positions.

These examples support the point that the success of a brand usually is due to its being first in the market rather than the marketing abilities of the company. While it is more difficult to protect a generic name under trademark law, Ries and Trout believe that in the long run it is worth the effort and risk.

Why is brand positioning important? Zipcar may do well to target younger consumers, emphasizing its pioneering role in the car-sharing category and positioning the brand as one that demonstrates a commitment to protecting the environment.


This product was very successful because it not only had a name different from the hard candy, it also had the the advantage of being the first soft bubble gum. Ries and Trout argue that is usually is a lost cause to try to bring a brand back into favor once it has gained a bad image, and that in such situations it is better to introduce an entirely new brand.

Consumers cope with information overload by oversimplifying and are likely to shut out anything inconsistent with their knowledge and experience.

Or is it a battle just to keep your existing customers?

A Simple Definition of Brand Positioning

Due to the tremendous impact that renaming and rebranding a company can have, it is critical to take the client through the process with great sensitivity and care. A self-expressive benefit of the Mercedes brand is that it communicates that I have status and money.

Brand trigger is a term used mostly in Europe. How many years have you been using the existing name? The JC Penney case study shows that even seasoned executives make costly mistakes repositioning a retail brand.

Johnson used the same focus on customer experience for Apple, to make their Apple Stores a runaway success and one of the most profitable retail outlets.

Positioning and the Marketing Mix

Commodity product - an undifferentiated commodity product has less need of its own name than does a breakthrough product.Jan 29,  · Brand Management - So many brands and companies are constantly reinvigorating their businesses and positioning them for growth.

There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off. Segmentation, Targeting, and Positioning Segmentation, targeting, and positioning together comprise a three stage process.

We first (1) determine which kinds of customers exist, then (2) select which ones we are best off trying to serve and, finally, (3) implement our segmentation by optimizing our products/services for that segment and.

The brand position or brand positioning is how the brand is perceived in the context of competitive alternatives. As brand consultants, when we help our clients develop their brand strategy, we include a target customer definition, brand essence, brand promise, brand archetype and brand personality.

Do you when to change your brand name? Here's a detailed checklist to help you evaluate the costs and benefits. BrandAid is a branding and design agency based in Dunedin, New Zealand. Our work includes, strategy, brand development, brand advertising, packaging design, websites and advertising campaigns.

Positioning - The Battle for Your Mind. A summary of the marketing classic by Al Ries and Jack Trout.

Brand positioning and repositioning
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