Brands are built with the purpose of making a business more memorable and appealing to a given audience.
They achieve this by identifying a unique point of difference and communicating that difference through an offer and a message that resonates with that audience.
This is brand positioning 101.
But what if the brand doesn’t achieve it?
What if it doesn’t resonate with the audience?
Or what if changes in market conditions throw up challenges or opportunities?
In this article, you’ll learn what brand repositioning is, why it’s important and how brand strategists and managers can use it to reinvigorate an ineffective brand.