Why is repositioning used?

Because the firm has made the major decision to reposition a product (which is a timely and expense exercise), it is clear that there must be significant concerns with the current performance or outlook of the brand or product. With that in mind, here is a table that outlines the more common reasons for considering repositioning as an option.

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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?

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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