Examples Of Re-Positioning

One of the many reasons why I love branding and working with our clients is that we get to know a lot of people in a lot of different industries. We spend a lot of time learning intimately about their products and services to help serve them well. And, we enjoy helping them understand what we do as a firm and, more importantly to them, how branding can serve their organizations.

he/she has an opinion of an already existing brand. Though there is always a risk of extension failure, which will give the brand a negative image in the consumers mind. But there is also a risk of idea failure, PR failure and people failure, where the company uses wrong tactics and this will again give the consumer the unsuitable image of the brand. In some cases there-branding can lead to negative opinions, but also culture failure can play a part, as consumers in different countries have different ethics and religions.

Revamping an old brand. Reconnect with the customer using the price and value perception that was lost during the rebranding initiative by reintroducing an updated version of the old pricing strategy.

In spite of Carnival Cruise‘s hit, company executives plan to redefine the brand to improve brand equity--the worth of the brand due to customers' brand knowledge and the effect of this knowledge on brand marketing and customers' assessment of brand value. A risk that can come with the change of a successful brand, even if it is evolutionary, and not revolutionary, is the effect of brand confusion. Developing a recognized brand demands an understanding of customers' needs and wants and a comprehensible vision about the brand's core meaning.

brand image of the company same time it will initiate a price war. It will not benefit the

This interferes with their normal operation of business because not only will this have an effect on their image,(Russell,

The chances of the company’s initiative in regaining its initial image could only be successful if it gives the existing marketing strategy a face-lift. For the company to regenerate the consumers’ interest in the new brands of products, it has to establish a link between the traditional product brand and the current brands.

Although the brand is among the leaders within this segment, it has lost its position in the overall market due to the emergence of low-cost competitors and a change in its target customer base. Lacking financial and human resources, the brand has not been able

Also, a company must be careful about the businesses it deals with and the mistakes it makes. For example, Starbucks was claimed to fund Israel’s defense force by a solidarity for Palestinian rights club making Starbucks products unethical and pushing a lot of people to boycott them. And even after these allegations were said not to be founded on any good basis evidence, people kept boycotting Starbucks.

Brand competitors and the diversity of choice that is available to consumers, puts brands under pressure to offer high quality products and service, excellent value and a wide availability (Clifton et al., 2009). Brands must differentiate themselves from the competition and create an unforgettable impression.

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

However, marketers should not become complacent and they may seek to inject new life into the brand to prolong the growth stage and put off the onset of maturity. A mature product may need a facelift, and marketers must decide whether to support a declining brand or let it die a natural death.

They can blemish the company brand and its brand that can in turn make the customers not to trust in the company and they can even withdraw from the company leading to huge losses.

Article 1: “How does visual merchandising in fashion retail stores affect consumers’ brand attitude and purchase intention?” by Hyun Hee Park, Jung Ok Jeon & Pauline Sullivan

Brand promise is what a particular brand stands for and has stood for in the past. It has its roots from the identity that it gains over a period of time. Usually, brand promise is an attribute common to 'Parent ' brands. Herein, the brand may broadly stand for Quality, Performance, Trust, or False promises. However, the extensions, or the brands under the parent brand umbrella, may stand individually for a particular trait which it has delivered over the years