"Repositioning a dying soap brand" Essays and Research Papers

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    Brand Repositioning

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    Brand Repositioning and Types of Brand Repositioning Brand Repositioning is changing the positioning of a brand. A particular positioning statement may not work with a brand. For instance‚ Dettol toilet soap was positioned as a beauty soap initially. This was not in line with its core values. Dettol‚ the parent brand (anti-septic liquid) was known for its ability to heal cuts and gashes. The extension’s ’beauty’ positioning was not in tune with the parent’s “germ-kill” positioning. The soap

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    to concentrate on creating a positive image for a product. A firm can choose several positioning strategies‚ including strengthening the current position‚ repositioning or try to reposition the competition. (Hartline‚2005) Brand repositioning is one of the most effective ways for a firm to solve tough situation. A firm should reposition its brand under the following four circumstances: when the first position is wrong‚ when there is strong competition in the marketplace‚ when the target consumer is

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    established brand with the intention of developing a differentiated (new) position in the mind of stakeholders and competitors. This may involve radical changes to the brand’s logo‚ brand name‚ image‚ marketing strategy‚ and advertising themes. These changes are typically aimed at the repositioning of the brand/company‚ sometimes in an attempt to distance itself from certain negative connotations of the previous branding‚ or to move the brand upmarket. However‚ the main reason for a re-brand is to communicate

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    Brand Repositioning

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    it wants to go. RE-POSITIONING BRANDS As markets and customer needs evolve; brands can lose customers to new competitors. In addition‚ brands can become diluted as product or service offerings become commodities. When a brand loses meaning and relevance to target customer‚ a new brand promise should be defined so the brand can be repositioned. TYPES OF BRAND RE-POSITIONING Brand Re-positioning Brand re-positioning is changing the positioning of a brand. A particular positioning statement

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    Dewar’s Brand Repositioning Dewar’s was faced with a declining market among traditional Scotch whisky consumers. In addition‚ long-term consumption trends indicated that drinking preferences had shifted from distilled spirits to lighter‚ lower alcohol beverages. Though Dewar’s had a favorable brand image and growing market share‚ repositioning Dewar’s to younger adults was very necessary for the brand to remain competitive in the long term. Dewar’s must take an appropriate repositioning strategy

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    Research Proposal # 1 Name of The Research Proposal: Brand Positioning & Repositioning Brand Positioning In marketing‚ Positioning has come to mean the process by which marketers try to create an image or identity in the minds of their target market for its product‚ brand‚ or organization. Generally‚ the Brand positioning process involves: 1. Defining the market in which the product or brand will compete (who the relevant buyers are) 2. Identifying the attributes

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    Dennis Crowley is president and CEO of Brand Engineers‚ a Teaneck‚ N.J.‚ research firm. He can be reached at 201-530-5360. This article appeared in the March 28‚ 2011‚ edition of Quirk’s e-newsletter. conic brands are in the enviable position of having developed long‚ meaningful emotional bonds with consumers. However‚ like in any lasting relationship‚ you have to constantly work on adapting to change as you grow. Every marketer plans to have their brand and target audience evolve together; unfortunately

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    Lacoste: History and Brand Identity Created in 1930 by Rene Lacoste‚ a tennis player‚ the first knit wear short sleeved shirt has appeared in 1933. During the 18 first years of existence‚ the brand won’t extend his product line so much. For instance‚ the polo shirt will be distributed in a unique colour‚ the white. In 1951‚ Lacoste decided to launch three new colours: sky-blue‚ navy and red. This revolution underlines the first steps of the brand out of tennis courts‚ and premises of its diversification’s

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    A STUDY OF MAGGI BRAND EXTENSION AND REPOSITIONING INTRODUCTION The report entitled “A study of Maggi Brand Repositioning and Extension” deals with the study of Maggi brand that was launched in India in the year 1983‚ by Nestle India Limited‚ which became synonymous with noodles. This research paper tries to find a solution to a real life problem of Maggi to launch its products as a Healthy Product. The introduction provides the company background‚ operational & other important information

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    Repositioning

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    To ensure that the brands can successfully reach and attract their target customers in retailing industry‚ brand positioning should be developed. Positioning can be defined as a clear and distinctive image‚ which marketers try to create and reinforce‚ to be identified in the target customers’ minds relative to other competitors. However‚ once the brands’ existing positioning is no longer appropriate because of the internal or external factors‚ strategic repositioning should be launched to

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