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Brand Repositioning: Definition, Strategies & Examples

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  • 0:00 What Is Brand Repositioning?
  • 0:20 Strategies
  • 2:05 What Makes…
  • 3:20 Examples
  • 5:15 Lesson Summary
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Lesson Transcript
Instructor: Ashley Johns

Ashley has taught college business courses and has a master's degree in management.

Is your company stuck in a rut? Are sales declining? It may be time for a change - a big change. This lesson reviews strategies a company can use to reposition itself in the marketplace and how to successfully implement them.

What is Brand Repositioning?

When a company sees a decrease in sales over time and/or major changes coming down the line, they know it is time to implement changes within the company. Brand repositioning is when a company changes a brand's status in the marketplace. This typically includes changes to the marketing mix, such as product, place, price and promotion. Repositioning is done to keep up with consumer wants and needs.

Strategies

To implement brand repositioning the company must choose a strategy. Each strategy determines where the main focus of the new campaign will be. The new campaign may focus on the consumer, other businesses or the general public. Let's review some available strategies.

  • Consumer engagement - People want to be involved with the brand. They want to feel like they belong. To make this happen, businesses have to work to customize the products to fit consumer needs. How can this be done? You have to get creative and figure out what people want. For example, ZinePak is a company that saw the decrease in music sales and took the opportunity to work with artists to change the way they communicate with super fans. The company does this through the creation of physical merchandise to pair with the artists' CDs. The company helps build brands through engaging consumers. It is a win-win.
  • Identity - The most important aspect of building a brand is to give the company an identity. The brand is tied together through the logo, slogan, color scheme, marketing materials, employees, etc. Everything about the company should tie together and provide a unified identity that the consumer can understand.
  • Spirit of giving - The world is starting to expect businesses to be socially responsible and embrace the spirit of giving. Social responsibility is an organization's obligation to better the welfare of society. To utilize this strategy the company can include its partnership with charities in its advertising.

What Makes Repositioning Successful?

Once a strategy is chosen, it is time to implement it. The brand repositioning is successful when the business sees steady or increased customer flow. This means the customer base has accepted the changes. Below are some factors that could be included to make a strategy successful.

  • Complete overhaul - To be successful a brand must confirm all the pieces work together. This includes changes made and any pieces that have remained the same, though there are typically very few pieces of the brand that remain the same. You are providing customers with a new vision and taking them along for the ride.
  • Investment - A company has to be willing to invest in the change. This involves preparation and an investment in the future of the company. If the planning is not in place, the change will not be effective.
  • Marketing changes - In addition to changing the look and feel of the company, you must change the strategy. The goal is to reconnect with the current audience and/or reach out to a new audience. Part of the complete overhaul is to adjust the way you reach the new audience. For example, you may need to reposition your marketing strategy from radio and television to social media if you want to reach a younger generation.

Examples

Let's take a look at a few companies who have practiced brand repositioning with differing results.

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