Brand Repositioning, Brand Restage and Rebranding

A brand repositioning is a strategic marketing initiative that seeks to alter a company’s image, positioning, and message. This can involve changing how a company markets itself, adjusting its product line, or even revamping its entire corporate structure.

Repositioning a brand is often done to improve its standing in the market. For example, a business may wish to position itself as a leading player in a new market or attract a new audience of consumers. It might even want to shift away from its negative reputation.

Brand repositioning is a strategy that involves rethinking a company’s core values and positioning itself in a way that makes sense for its current situation. Companies don’t always stick to their original focus or vision. Instead, they focus on creating a new strategy that aligns with their emerging goals and objectives. Changes are typically made to the overall marketing strategy, including product, price, place, or promotion, but repositioning signals a shift in direction. It could be focusing beyond the core channel (e.g., premium brands in beverages moving beyond their initial on-premise focus to hit the retail shelves.)

Brand repositioning is a hot potato: many companies are constantly looking for ways to reinvent themselves and create new ways of growing. But they approach the challenge…