Repositioning - Meaning, Importance & Steps

Published in Marketing and Strategy Terms by MBA Skool Team, Last Updated: May 15, 2020

What is Repositioning?

Repositioning is defined as altering the position of a brand or product in the minds of the customer relative to the offerings of the competitive product. Repositioning is a very subtle and difficult process as the brand needs to change the target market’s understanding of the product.

The brand positioning of any brand is based on the target market, the benefits to the customers and the market situation. The brand positioning for any brand should be unique and should set apart a brand from its competitors.

Importance of Repositioning

Positioning is the creation of an image in the mind of the consumer which can be based on utility, benefit, emotional connect etc. A company decides for the repositioning of the brand due to low or declining sales because of increased competition in the market, loss of the customers, retarded benefits, innovation or better technology. The actual reason for declining sales could be faulty brand positioning, poor distribution or poor promotional strategy. Repositioning involves understanding the market, product, competition, customer etc again and communicating a new positioning statement for the product & service.

How to Reposition a Brand

When a company reposition's its brand it needs to alter the expectations of all its stakeholders, including shareholders, investors and employees along with the customers. A firm can undertake repositioning a product line, brand or an entire organisation while sticking to the values of the firm. It requires strong determination and dedication of all the stakeholders to survive a volatile change in the brand’s positioning.


Steps for Repositioning

Positioning is done using the positioning process and a similar process can be used to reposition the brand in the market. Some steps are as follows:

1. Analyse the current status of the brand

The history of the brand and the how the brand has evolved needs to be analysed. Now the company needs to look at the sales, market share, competition, challenges, benefits, customer behaviour, industry performance etc.

2. Consumer perception

A market research should be conducted to get the insights about the loyalty, purchase behaviour and growth rate of the company. The survey can be conducted through mailers, questionnaires, email or interviews.

3. Developing the repositioning strategy

The process will develop objectives, brand’s mission, vision and values that it offers to the customers.

Hence, this concludes the definition of Repositioning along with its overview.

This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.

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