How to Reposition a Brand
Repositioning a brand means changing how people perceive it. Repositioning can mean appealing to a new audience or changing the look of a brand, according to the book "Strategic Marketing Problems" by Roger Kerin and Robert Peterson. Brand management sometimes requires big changes in the brand so that a company can increase sales and awareness. Repositioning a brand can make the brand stand out among the competition.
Other People Are Reading
Instructions
-
-
1
Conduct research. Reposition the brand by researching how it can be changed. Strategic Brand Research states that research is conducted by interviewing current customers, which can be conducted online, in person or by phone. This can be done in a group interview session or on an individual basis. Their answers give you valuable insight into how to change the brand.
-
2
Remove old branding. In order to truly reposition a brand, you need to remove products that have the old brand since they are outdated. This clears room for new products that have been repositioned. For example, Starbucks started phasing out its old logo on products in 2011. It is replacing it with an updated logo that removes all words from the logo, according to CNN Money.
-
-
3
Test the new brand. Use focus groups of consumers to see how they perceive the new repositioning of the brand. Testing includes giving out samples or slowly introducing the newly repositioned brand to the public. W Hotels underwent repositioning of its hotels to make them luxury hotels, according to The New York Times. The process started by hosting special events at the hotel and selling designer goods there.
-
4
Create press releases. Press releases are an opportunity to explain the new position of the brand. Add basic information about the product, the changes to the brand and the company. The press release should be written by people who are closely related to the project so they can effectively explain the repositioning to a wider audience.
-
5
Use social media such as Facebook and Twitter to send out news of the repositioning. By contacting people who are in your social network online, you can make social media a part of TV, email and print media campaigns. This can be managed by an advertising agency. Many of them understand how best to use social media as part of a broad repositioning campaign.
-
1
Tips & Warnings
Proofread press releases and other written material carefully.
References
- "Strategic Marketing Problems: Cases and Comments"; Roger Kerin and Robert Peterson; 2009
- Strategic Brand Research; Qualitative Marketing Research: Online Discussion Forums; Tom Brown; January 25, 2010
- CNN Money; Starbucks Unveils a New Logo; Parija Kavilanz; January 5, 2011
- "The New York Times" Newspaper; Spotlight: Ross Klein of Starwood Hotels; Sonia Kolesnikov-Jessop; December 19, 2007
- B2B Magazine; Pitney Bowes Launches Repositioning Campaign; August 10, 2011
