Brand Repositioning

When a company changes the status of a brand in the market place, but maintains
its identity at the sometime, it is called "brand repositioning".

As part of this process, changes are typically made to the marketing strategy such
as product, price, place or promotion.

Repositioning is usually done when a company sees a decrease in sales and they
realize, it is the time to implement some changes and develop.

This is a necessity if they are to stay on top of consumer wants and needs in order
to keep the brand alive.

When brand repositioning?

1. Sales are dropping.

2. Shake-ups in the industry.
3. Brand does not appeal to younger generations.
4. Competitors have an advantage.
5. Products or services have evolved.

Steps in Brand Repositioning

1. Analyse brands current position.

2. Re-identify unique value proposition.
3. Build a brand repositioning strategy
 Image Repositioning
 Product Repositioning
 Intangible Repositioning: Company targets a different market and
keeps the same product.
  Tangible Repositioning: Changing both the target market and the
product. When a new product no longer appeals to the existing
market, tangible repositioning allows the company to target new
markets where the new product may be better received.
4. Implement changes and listen customers.
5. Analyze the result.
Example: Bournvita (How it Changes its positioning?)
Initially the emphasis was no its good taste, then the pitch was modified to
include the nutritive aspect as well (extra nutrition, extra taste) Later to make
itself more attractive it claimed to give sharpness of mind.
Cadbury's Drinking Chocolate: Goodnight cap (Night) to Happiest time of
the day (Any time)

Brand Relaunch
A brand relaunch is a strategic initiative undertaken by a company to
rejuvenate its brand identity, positioning, and perception in the market. It
involves making significant changes to various elements of the brand, such
as its logo, visual identity, messaging, product offerings, or target market,
with the goal of revitalizing the brand and re-establishing its relevance and
competitiveness.
Example: McDonald's focused on a brand relaunch in recent years, focusing
on revitalizing its menu offerings and restaurant experience to appeal to
health-conscious consumers and compete with fast-casual chains. This
included initiatives such as introducing healthier menu options, revamping
restaurant designs, and enhancing digital ordering and delivery capabilities.