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A New Perspective: The Strategy of Brand Repositioning
In a dynamic market, sometimes a brand needs a fresh perspective to keep up with evolving customer needs and preferences. Enter brand repositioning, the strategic process of changing a brand's image, identity, or positioning in relation to its competition.
For beginners, understanding brand repositioning might seem complex. A recommended reading would be "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout.
Beginner's Curriculum: Understanding Brand Repositioning
- Books: Start with "Positioning: The Battle for Your Mind" by Al Ries and Jack Trout. Follow it up with "Marketing Management" by Philip Kotler for comprehensive insights.
- Online Courses: "Brand Management: Aligning Business, Brand and Behaviour" on Coursera provides a useful overview of brand repositioning.
- Articles: Websites like Investopedia and Marketing91 have informative articles on the process and benefits of brand repositioning.
A New Perspective: Navigating Brand Repositioning
- Understand the Need: Identify the reasons and potential benefits of repositioning your brand.
- Strategize the Change: Develop a strategy for your brand's new position, considering customer needs, competition, and market trends.
- Implement and Communicate: Roll out your repositioning strategy and communicate effectively to your audience.