24-08-2012, 05:09 PM
Brand Repositioning
Brand Repositioning.ppt (Size: 199 KB / Downloads: 46)
Advantages of CBBE
Enjoy greater brand loyalty, usage and affinity
Command larger price premiums
Receive greater trade cooperation and support
Yield licensing opportunities
Support brand extensions
Definition of Repositioning
Repositioning is changing the position of the brand.
Initial positioning fails to produce results.
The company will be forced to consider the need for repositioning.
Ex: Dettol was positioned as a beauty soap.
“Dettol”, the parent brand was known for its ability to heal cuts.
The “beauty” positioning was not in tune with the parent’s “germ-kill” positioning.
The soap had to be repositioned as a “germ-kill” soap. It fared extremely well after repositioning.
This repositioning was essential due to image-mismatch.
Other reasons for Repositioning
Increase relevance to the consumer
Increasing the occasions for use
Search for a viable position
Making the brand serious
Falling sales
Bringing in new customers
Making the brand contemporary
Differentiate from other brands
Changed market conditions
One reason leads to the other
Brand is thus repositioned sometimes for multiple reasons
Increasing occasions for use
Monaco biscuits, initially positioned as “perfect salt biscuit” later pitched itself as “ excellent plain, terrific with toppings”.
Burnol, initially positioned as “cure for burns” later changed to 3in1 ointment for “burns, cuts and gashes”.
Dettol liquid, initially positioned as an antiseptic to prevent cuts and gashes turning septic, later switched its position to being good for “washing baby’s clothes”, “for shaving mug”, “for washing and swabbing” and “clean floors”.
Brand Repositioning.ppt (Size: 199 KB / Downloads: 46)
Advantages of CBBE
Enjoy greater brand loyalty, usage and affinity
Command larger price premiums
Receive greater trade cooperation and support
Yield licensing opportunities
Support brand extensions
Definition of Repositioning
Repositioning is changing the position of the brand.
Initial positioning fails to produce results.
The company will be forced to consider the need for repositioning.
Ex: Dettol was positioned as a beauty soap.
“Dettol”, the parent brand was known for its ability to heal cuts.
The “beauty” positioning was not in tune with the parent’s “germ-kill” positioning.
The soap had to be repositioned as a “germ-kill” soap. It fared extremely well after repositioning.
This repositioning was essential due to image-mismatch.
Other reasons for Repositioning
Increase relevance to the consumer
Increasing the occasions for use
Search for a viable position
Making the brand serious
Falling sales
Bringing in new customers
Making the brand contemporary
Differentiate from other brands
Changed market conditions
One reason leads to the other
Brand is thus repositioned sometimes for multiple reasons
Increasing occasions for use
Monaco biscuits, initially positioned as “perfect salt biscuit” later pitched itself as “ excellent plain, terrific with toppings”.
Burnol, initially positioned as “cure for burns” later changed to 3in1 ointment for “burns, cuts and gashes”.
Dettol liquid, initially positioned as an antiseptic to prevent cuts and gashes turning septic, later switched its position to being good for “washing baby’s clothes”, “for shaving mug”, “for washing and swabbing” and “clean floors”.