What is brand repositioning?

Brand repositioning involves changing the way a brand is perceived in the market to better align with the needs and preferences of a different customer base. This strategy is often employed when a brand seeks to reach new audiences or adapt to market changes, allowing it to maintain relevance and competitiveness. By altering consumer perceptions, a brand can effectively shift its target demographic, rejuvenate its image, or respond to changes in consumer behavior and market dynamics.

For example, a brand initially positioned as luxurious can reposition itself to appeal to a broader, more value-centric audience by emphasizing affordability and accessibility. This process may involve changes in messaging, imagery, or even product offerings to ensure that the brand resonates with its newly chosen target market.