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Brand Re Position

Brand Re Position



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Published by Jyotsna
brand repositioning
brand repositioning

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Published by: Jyotsna on Mar 25, 2009
Copyright:Attribution Non-commercial


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Module III- BrandRepositioningFaculty: J.Rai IIPM School of Management, Orissa1
Brand Repositionin
“If a brand does not reposition at the right time, it may not get a second chance”.
Module III- BrandRepositioningFaculty: J.Rai IIPM School of Management, Orissa2
... what appeared to be a typicalremix from Channel V turned out to beadvertising repositioning the soap brand Liril.
The commonality which this advertisement haswith Liril's launched advertisement thatappeared in the mid-Seventies is itspermissiveness: what is perhaps important tothe current one is whether it can recreate the"magic of lemony indulgence" ushered in by thelaunch advertisement, along with itspermissiveness.
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

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