How to re-brand positioning?

How to re-brand positioning?

How to re-brand positioning?

How to re-brand positioning?

The re-positioning of the existing products to the new consumer mass or the brand of the operator to offer new product variety to the target market. They can make changes to the products of the enterprises in the changing conditions or they can be differentiated in product or product message in the direction of consumer expectancy. Businesses reposition the brand in order not to be adversely affected while the consumer differentiates the message given or changes its products. Repositioning is more difficult than other types of positioning. It is necessary to change the perception that is seated in the consumer mind with another perception. There is also the possibility of failure in repositioning. According to Brad Van Auken, there must be one or more reasons for repositioning. These are:

  • If the brand does not have an image or if the existing brand has a negative image,
  • When the enterprise completely differentiates its strategy,
  • When the brand’s position is not up-to-date or when the business enters a different business area,
  • When the target market is strong and a new competitor enters,
  • When the position of the mark in the competitive environment is accepted by another brand,
  • When the business is a strong property that must be remembered by the brand,
  • Adding new areas or new consumer profiles to the brand repositioning is required.

If there is a deviation between the brand’s operational status and brand expectancies, the brand of the operator enters the process of re-positioning. The options for repositioning the brand are:

True Repositioning: Increases the brand’s consumer profile and updates product functionality by refreshing the design.

Brand Enrichment: An additional product or service is added to the mark.

Psychological Positioning: The brand is changing beliefs about prestige or philosophy.

Promoting Values: Businesses are trying to convince consumers that the distinguishing, superior features that exist in the mark are more important.

Adding Neglected Values: New features are added to the mark. Changing Preferences: Businesses try to change consumer preferences.

Competitive Positioning: The use of ads that compromise products of competitive brands.

Cooling specialist Tom Carvel has become the pioneer of soft freezing in the market by producing ice cream with the brand “Carvel”. Carvel, whose focal point has shifted to franchise operations, has lost its soft ice cream pioneer and has become a pioneer brand of soft ice cream on Dairy Queen branded pajamas. Carvel, who had to reposition its brand, first went to supermarkets with “Ice Cream Pastry”. In this new market, such as Entenmann, the brand’s value has been halted and brand value has risen by repositioning its own brand as “everyday edible pastries” in front of strong brands.

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