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How to Unleash the Power of Brand Repositioning: A Four-Phase Process

by Gregory Pollack  |  
May 20, 2008

Many brands and companies today are constantly reinvigorating their businesses and positioning them for growth. There is a constant need to innovate, reinvigorate, update, recalibrate, or just simply fend off the competition in an effort to better explain "why buy me."

To move forward, companies and brands need to first take a look at their current brand positioning. But for a moment, even a brief moment, it would make sense to go back to the brand drawing board to answer the question, "Just what is brand positioning, anyway?"

Simply, brand positioning creates a specific place in the market for your brand and product offerings. It reaches a certain type of consumer or customer and delivers benefits that meet the needs of key target groups and users. The actual approach of a company or brand's positioning in the marketplace is determined based on how it communicates the benefits and product attributes to consumers and users. As a result, the brand positioning of a company and/or product seeks to further distance itself from competitors based on a host of items, but most notably five key issues including price, quality, product attributes, its distribution, and usage occasions

As companies and brands today look to brand repositioning, they first have to ask, "What are the reasons to reposition my brand?" The answer might be declining sales, loss of consumer/user base, stagnant product benefits, or the competition, including such issues as increased technology and new features.

After having identified the reasons for pursuing a Brand Repositioning, you might now ask yourself, "What do I do?"

A four-phased brand repositioning approach will help guide you through this process and allow your company and brand group to best calibrate based on timing, budget, and resources to get the job done.

Phase I—Determining the Current Status of the Brand

The purpose of this phase is to understand the company and brand, including exploring key issues, opportunities, and challenges. The reason is to obtain a clear snapshot of the company and brand in present terms, which will offer a clear insight to opportunity identification and assessment.

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Gregory J. Pollack is founder and president of PBM Marketing Solutions (, a partnership brand marketing company. He can be reached via

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  • by NA1 Tue May 20, 2008 via web

    Same old 101 segmentaion, targeting, positioning stuff

  • by tmazzer Tue May 20, 2008 via web

    What about "Brand Experience" and expectations. I just visited your site, and my expectations were not met as I could not navigate into your site. So my experience was not very good and your brand suffers. I agree with NA1, sounds like chapter 1 from Marketing 101.

  • by Shekar Prabhakar Tue May 20, 2008 via web

    While it reads as a good primer, more examples would have been useful to elucidate the concept.

    Shekar Prabhakar

  • by Nigel Tue May 20, 2008 via web

    Okay guys (NA1, tmazzer, Shekar), easy to critize, but where is your insight?

  • by Anel Wed May 28, 2008 via web

    Hi Nigel

    ...It is a bit 101 but then you need o make it relevant to all readers not only ones in the industry - it's a "dummies guide" so I understand! (Thanks)

    We talk about the importance of the brand/C.I - especially when undergoing change in my experience companies spend millions but they continue to compromise it internally!

    It's fine having a Brand Identity Manual or Corp - ID Manuel but that gets filed on a shelf! Employees will still send out emails with the incorrect details, smearing the brand, stretched logo's incoherent creative license! What about documents and things as simple as telephone lists, they get saved on individual desk tops due to "PANIC CULTURE"...will the employee find it again etc....all of a sudden it's no longer legally compliant if a director name changes and the header and footer is out of date.

    I would love more articles around these internal consistency issues! The staff are the core, the "ROOT" if you like - Internally arming your staff with the right tools should be the first step as they are consistently sending electronic items that communicate your brand! If we water the "root" the tree Grows! Make sure they can access documents in under 3 seconds - and always the correct ones. Your brand/C.I can't be compromised as there is one central control point - any changes replicate instantly. No limit on documents held on "Toolbar!"

    Now is that not exciting - It's a space I play in - hope that insight helps

  • by hazel Sun Aug 3, 2008 via web

    this one is good. hmm.. how can an international brand reposition itself as a
    local brand?

  • by godfrey kunodziya Thu Oct 16, 2008 via web

    this isn't enough. there is a lot more about branding.i am not getting enogh info from your site.

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