This document discusses strategies for repositioning brands, including changing target markets, usage situations, or points of purchase. Effective repositioning balances consistency with change, such as adding new value claims while maintaining core aspects of the brand identity. Repositioning a brand associated with a particular social identity or status risks alienating existing customers who saw the brand as signaling those traits. However, repositioning can also attract new customers if it successfully offers something new.

1. Brand
Repositioning

2. Pepsi
Repositioning
2

3. Balancing
Consistency &
Change
3
For whom,
for when, for
where?
Changing the
target
market,
expanding
the usage
situation, or
finding new
places where
consumers
can purchase
or consume
the product.

4. Balancing
Consistency &
Change
4
What value? Adding new value claims to
resonate with changing consumer needs

5. Balancing
Consistency &
Change
5
Why & How?
New Product
Developments

6. Balancing
Consistency &
Change
6
Relative to whom?

7. Repositioning an
Identity
Brand

8. Identity
Brands
Identity
Brands
Masculinity/
Feminity
Level of
Intelligence
8
Cultural
Capital
Social Class
Status

9. Identity
Brands
Identity
Brands
Masculinity/
Feminity
Level of
Intelligence
9
Cultural
Capital
Social Class
Status

10. Porche
Cayenne
2003
10

11. Ways in which
Brand
Repostioning
might affect
11
Existing consumers might leave the brand
because it is no longer communicating the
identity they wish to present.

12. Ways in which
Brand
Repostioning
might affect
12
Existing customers might fight the brand
repositioning by co-creating their own meaning
for it, thereby changing its value in minds of their
customers.

13. Ways in which
Brand
Repostioning
might affect
13
Existing costumers will stay with the brand but
will devalue it due to loss of identity signaling
power.

14. Ways in which
Brand
Repostioning
might affect
14
New customers will not be attracted to the
new brand because of strong attachment
with the old brand.

15. Ways in which
Brand
Repostioning
might affect
15
With successful efforts, new customers will
be attracted to repositioned brand because it
offers them something that was never
offered to them before.