Module III- BrandRepositioningFaculty: J.Rai IIPM School of Management, Orissa3
Why Brand Repositioning?
Brand repositioning is required because ofseveral reasons
When new offerings flood the market, thesuperiority of the established brand has tobe re-emphasized
The established brands may not be able tooffer either the same features or thevariants that are being offered by the newbrands (Ambassador and Robin Blue). Hence,there is a need for them to repositionthemselves in a timely manner, relying moreon the consumer goodwill they enjoy or byexploring ways to appeal to the consumers