3 Responses to “Brand Repositioning and Re-branding?”

1. Caesar Says:
   October 11th, 2006 at 10:35 am

   hi zlavievv,
   Repositioning is the act of redefining the placement of a company and/or product. Positioning involves:

   * Placement within a market segment – In which segments does the product/service play?

   * Placement of the product relative to other products/services categories and application – What are upstream and downstream in the supply chain with respect to the product/service? Is the product/service high value or low value with respect to other product/services used by the customers?

   * Placement versus competitors’ products/services – How well does the product/service satisfy the customers’ needs versus the competition?

   * Placement of the product/services in terms of features and benefits - Is the product/service high performance or basic in features and benefits? What is the value proposition for the product/service versus the competitors?

   * Placement in the sales channel – How is the product sold by whom to whom?

   * Placement in the minds of decision makers and influencers – For those who make the “buy” decision, is the product/service critical or a commodity? Does it represent a major determiner for success and therefore involved in a major part of their daily activities for buyers and influencers? (-w. nelson)

   Some marketing folks may think of “rebranding” as the act of coming up with new logos, name, tag lines, colors, packaging, etc. Or it could mean to some purchasing a product manufactured by someone else and putting your own brand on it. And it’s always possible that “rebranding” could mean to someone the same thing as repositioning - taken very loosely…

   hope it makes sense

   (Caesar)

2. GIA Says:
   October 13th, 2006 at 4:16 am

   hi guys,

   The way i see it ‘repositioning’ is positioning the brand second time. You change one or all aspect of your original positioning strategy due, for instance, to changing dynamics of the markets.

   Rebranding is similar to this but it focuses on brand identity. For instance, instead of being a brand associated with X you now create a new identity so that your brand is associated with a Y. Rebrading is more about the brand image, visiuals, perceptions and associations. Thats how I see it

   GIA

3. zlavievv Says:
   October 14th, 2006 at 4:25 am

   tks GIA and Caesar,

   you guys are real expertise huh
   guess i will use flickery thinking of GIA to get the academy of Caesar! hehe, that’s much more fun right?

   tks you guys so much, hope more discussing then!
   nice weekend to you all

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