With the fierce market competition, the phenomenon of product homogeneity is becoming more and more serious. If consumers want to remember and buy your brand among many similar products, they must form a psychological difference advantage in their minds. However, many factors such as market competition environment, consumption environment and policies are constantly changing. Although consistent positioning can ensure the continuity of enterprise operation, brand repositioning must be put on the agenda if it cannot meet the market demand.

Brand repositioning: strategic adjustment of keeping pace with the times

Repositioning is not an expedient measure, but a business rule that enterprises must always remember. The so-called repositioning means repositioning the brand, aiming to get rid of the predicament and let the brand gain new growth and vitality. It is not a total denial of the original positioning, but a sublation of the original brand strategy after the enterprise has been honed by the market.

So, when does the enterprise need to reposition itself? There are four main situations.

1, market conditions change. What is IKEA's position in the European and American markets? Home convenience store? The image is a great success, but it is regarded by consumers after entering? Luxury furniture? . In the past seven years, IKEA has only opened two branches. To this end, IKEA repositioned its original high-end image in 2006, aiming at its own good mass market, hoping to reverse the trend of declining market sales year by year.

2. The original positioning is not accurate. Marlboro's initial positioning was women's cigarettes, and its market performance was extremely average. Later, Marlboro was repositioned as a men's cigarette, with the image of a masculine cowboy in the west as its brand image. Through this repositioning, Marlboro established the image of freedom, wildness and adventure, and became a world-famous cigarette brand in one fell swoop.

3. The brand image is aging. Once the brand image is aging, repositioning the brand is an effective way to regain vitality. In September 2003, the brand image of McDonald's was completely updated, and the brand concept of McDonald's was reinterpreted with fashionable and modern values. Facts have proved that after the repositioning of McDonald's company, its fashionable, young and energetic image won the favor of more young people, and the company's profits began to pick up.

4. Consumer demand has changed. When P&G first entered the business, the earliest positioning of its brand was the convenience brought by two-in-one and the unique effect of making hair supple. Later, P&G found in market development and in-depth investigation that the most urgent need for consumers is to build self-confidence, so since 2000, Rejoice brand has been established. Confidence? In order to attract people, the brand has been repositioned.