In marketing positioning means the process by which
marketers try to create an image or identity in the minds
of the target market for its brand, product or
Repositioning on the other hand involves changing the
identity of the product, relative to the identity of
competing products in the collective minds of the target
Examples: Airtel, Vodafone, Maggie Noodles, etc…
Reasons for Brand Repositioning
Not to beat off competition.
Sales increasing but at a slow pace.
Create clarity and alignment.
Increase value of company.
Bringing in new customers.
Importance of brand repositioning
Stronger competitive position.
Aligned to current market needs
Potential media attention.
Types of Repositioning
Value oriented repositioning
When a brand offering values is competing
against the unorganised sector.
When a brand has strongly established a value
Segment oriented Repositioning
This strategy is useful when a brand wants to
change the segment to which it is currently
Celebrity oriented Repositioning
This strategy is useful when brand uses imagery to
strengthen its association and makes an attempt to
enter a new segment based on the strength of the
Symbolism oriented Repositioning
This strategy is useful when a brand with strongly
entrenched functional image wants to expand its
market using a symbolic positioning without
loosing its earlier association.
“Guide to a well dressed male”
“The complete man”
Up-market oriented Repositioning
This kind of strategy is useful when a down market
brand attempts an upward stretch apart from
continuing to serve its current customer
This strategy is useful when a niche brand is interested
in expanding its customers base after it has created
Change of image-oriented Repositioning
It is worthwhile to investigate the impact of
marketing mix elements on positioning strategies.