Brand Rejuvenation

Brand repositioning is required when a brand tries to change its existing market positioning or image to realign itself with target masses.
This is often required when a brand has become tired, perhaps because its original market has matured or has gone into decline. Depending on what needs to be achieved or what are the defined objectives of brand repositioning, the exercise may involve minor changes or a major overhaul. Brand repositioning is not about changing the product but the brand attributes that communicate the brand image to the target masses.
We create new energy or direction for brands, battered by time and competition. ‘Brands’; age and wither with time. The market environment is dynamic and brands need to be aligned with it. The toughest challenge in brand repositioning is the existing positioning of the brand itself. Careful planning is required to ensure that the existing customers are not offended. The job involves lot of primary information collection and analysis. We incorporate both quantitative and qualitative analysis along with proven marketing concepts, to propose the right actions required for a successful brand makeover.
A company under these circumstances should think about doing a ‘Brand Repositioning’ exercise –
• A brand has a poor or nonexistent image.
• The brand owners now have a different vision/goal/strategy and the brand image needs alignment with the same.
• Maintaining the present brand positioning in near future is seen as difficult or infeasible due to some upcoming changes in the macro environment.
• The brand has weak differentiators like price, superficial features etc.
• The current positioning is no longer appropriate with respect to the present business operations of the owner company or due to the change in market scenario.
• A new brand launched by a competitor has diluted the differentiation.
• The owner company wants to incorporate certain speciality which it has acquired because of JV, technology transfer, strategic association etc.
• A new customer segment needs to be addressed.
• The brand needs to be extended to other product categories.
• The brand needs to be introduced to geographic areas where certain attributes in the brands are considered offensive, negative, non-attractive or simply confusing.