Brand Re Positioning And Types Of Brand Re Positioning 406y5a

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c c c ccc ccc c 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 ³germ-kill´ positioningc The soap, therefore, had to be repositioned as a ³germ-kill´ soap (³bath for grimy occasions'') and it fared extremely well after repositioningcHere, the soap had to be repositioned for image mismatch. There are several other reasons for repositioning. Often falling or stagnant sales is responsible for repositioning exercises. c cc cc c ccc ccc cc cc ccc c cc c c c ccc c c c !c c

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uccesfull examples Lipton Yellow Label Tea: c - c.c-cc c c c c

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c c cc c c cc 76 c3c c c 8c c c c References : http://www.marketingritson.com/documents/mckinseyonrepositioning.pdf http://www.blackcoffee.com/ http://www.forbes.com

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Unsuccessful Examples Oldsmobile GM: ccc *: c, ccc /c c cc /c cccc c c;#c c cc c2<cc= c, 9c cc c

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c cc c he repositioning of the gatorade brand as a ³lifestyle beverage´ from a sports drink for high school athletes is a good recent example of brand ...

the Burberry Problem Of course, sometimes it may be extremely difficult for a company to control brand Positioning; the Burberry brand was significantly damaged when football hooligans in the U.K. started to wear Burberry. The Burberry Position as an exclusive and upmarket unisex brand was repositioned as a brand for young and rough males (Chavs). Burberry has since needed to invest significantly in attempting to reposition the brand to its former Position.

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