Skill Web School

Repositioning of a brand

The enormous growth in audio visual channels, magazines and newspapers and the unparalleled web world have been able to induct a phenomenal speed in case of spread of word of mouth, the prime factor for branding. Unfortunately even if the positive connotation takes a little bit of time to reach, whereas any negative or pitfall is spread at a jet speed. Perhaps most of the rebranding or repositioning of a brand has taken place to create a distance from the negative spread of the existing brand.

A conscious attempt to keep a safe distance by bringing up some radical changes to regain the confidence of the informed customers have propelled the victory of the brand in many cases through a constant effort and a concrete strategic planning.

The positive word of mouth always becomes trustworthy thus becoming an intangible asset for a company, even when the company launches a new product or service. Even the competition or emergence of many parallel brands can hardly penetrate the dedicated segment of customers, just because of the inherent nature of human beings to avoid the risk of testing new products, when they are satisfied with one after a prolonged testing. Whenever a new product is launched, people always take it with a pinch of salt and today’s Internet driven world have made people much more educated and knowledgeable, when information is available at their fingertips.

The age of merger and collaboration have also initiated a rebranding of many products and services, where the existing brand feel proud in announcing the association of a bigger company / investment to propagate a feeling of security, customer orientation and their noticeable worth.

When a company takes over another, a sudden change in branding, positioning may be formidably disastrous as it may divert the attention of the customer to the others and even an insecurity feeling may crop up, which may sway them towards your competitors.

In any case, rebranding or repositioning is a highly sensible issue, which needs an excellent power of behavioral analysis of the market at large to form the profound base for a solid strategic planning to be implemented in a very careful marketing and advertising strategy.

Tags: brand repositioning, collaboration, merger, rebranding