Repositioning Examples

This article has examples of how and why products are repositioned. Repositioning is a major strategic, but high risk/return, decision.

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Repositioning versus Introducing a New Brand

A review of whether a firm should reposition a product or launch a new brand. What to do? It's a tough decision.

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Challenges of Repositioning

Repositioning is not a simple decision or a simple task to successfully implement. Some of the unique challenges of repositioning are outlined in a summary table.

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What is repositioning?

Repositioning involves making a significant shift in how a brand or product is perceived by its target market. It is a strategic decision to alter the positioning of a product to better align with changing market conditions, consumer preferences, or competitive landscapes. Successful repositioning requires the firm to reshape the target market’s understanding of the product, which can be particularly challenging for well-established or strongly branded products with entrenched perceptions.…

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Interpreting Perceptual Maps Example

An easy to follow guide that clearly explains how to review and interpret a perceptual map.

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Interpreting Perceptual Maps

Everything you need to know about interpreting a perceptual map, ideal for university-level marketing students.

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Inputs to Perceptual Maps

Find out about the two main inputs of information necessary to construct perceptual maps, ideal for university-level marketing students.

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Benefits of Perceptual Maps

Why do firms use perceptual (positioning) maps? For many reasons... To see how the target consumers actually perceive the various offerings and positions. To measure/track the impact of recent marketing campaigns and any other marketing mix changes, and many more,

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Determinant Attributes

But what is meant by a ‘determinant’ attribute? Well, a simple way to think about determinant attributes is to consider the particular attributes a consumer uses when they are determining their choice between competitive offerings. In other words, determinant attributes are the most important for them and are used to differentiate key offerings.

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Points-of-Difference and Points-of-Parity Examples

To see how POD and POP work in real life, let’s look at some examples. These examples demonstrate how businesses use a balance of POP and POD to position themselves effectively in competitive markets. Each example highlights the importance of blending familiarity (POP) with innovation (POD) to meet market needs and capture consumer interest.

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