Brand repositioning is necessary if one or more of these conditions exist:
- Your brand has a bad, confusing, or nonexistent image.
- The primary benefit your brand “owns” has evolved from a differentiating benefit to a cost-of-entry benefit. (For example, for airlines cost-of-entry benefits would be safe flights, needed routes, and required times.)
- Your organization is significantly altering its strategic direction.
- Your organization is entering new businesses and the current positioning is no longer appropriate.
- A new competitor with a superior value proposition is entering your industry.
- Competition has usurped your brand’s position or made it ineffectual.
- Your organization has acquired a very powerful proprietary advantage that must be worked into the brand positioning.
- Corporate culture renewal dictates at least a revision of the brand personality.
- You are broadening your brand to appeal to additional consumers or consumer need segments for whom the current brand positioning won’t work. (This should be a “red flag” since it could dilute the brand’s meaning or make it less appealing to current customers or even alienate them.)
You follow the same steps and address the same brand design components when repositioning a brand as you do when first designing the brand. But, brand repositioning is more difficult than initially positioning a brand because you must first help the customer “unlearn” the current brand positioning (easier said than done).