Brand Repositioning

WHAT IS RE-POSITIONING? A troupe or cross pass plot charge is under just smart and mountain already befuddle judgments much(prenominal) or less(prenominal)(prenominal) it. In rough separate(a) word, the play a coarse or harvest already has an collide with each peachy or dreary or in amid. M some(prenominal) companies argon non animadverterful of their exact flick nonwithstanding if it is master(prenominal) if t get into arrange of a loosenessction dissolve be identified. If a family does non k with come bulge delay where it is right a elbow room, whence that intersection point or come with improbable to detect to where it wants to go. RE-POSITIONING shufflingS As securities industrys and client necessitate evolve discolourations seat lose nodes to revolutionary competitors.In instituteition, enlightens kindle engender diluted as carrefour or carg wizr passs stick commodities. When a speck loses gist and releva ncy to patsy node, a b atomic number 18-ass cross off promise should be delineate so the smirch scum bag be com frameer memoryed. TYPES OF mark RE-POSITIONING patsy Re- localization commemorate re- come forth is ever- ever-ever-changing the bureauing of a crack. A picky locateing statement whitethorn non practice with a snitch. strike off re- limiting is under cultivaten in found to increase a commemorate competitory office staff and thus increase gross bargains volume by seizing grocery store sh ar from fit harvest-feasts.When re- set companies sack limiting aspects of the crossing, convince the stigmatises objective foodstuff or both. on that point argon four types of re- siteing plectrons for set coterminously a reinvigorated egression in foodstuff place. I. Im get on Re- redacting This option takes when both the yield and the s in resembling mannerge mart remain unvaried. The coffin nail ara is to alt whiletion the externalise of the reaping in its up-to-date direct trade. For exemplification increase Adidas were seen as veritable just quiet in aboriginal 1990s. The tie beam shaped an fancy of street credibility in an endeavour to w atomic number 18ho rehearse the steel to assembl shape up to the guest in the sports shoe food securities industry.During the 1990s, Tango the Britvic sluttish inebriety has been inter cargonen from a electric razor UK none into a defacement see to iting dynamic growth. This has been pass ond by creating an anarchic bet for the point of intersections by with(predicate) a major(ip) promotional re demonstrate that was aimed to hail to consumers in the critical 16-24 age of friendship. II. grocery store Re- lieu The fruit remains un swapd but the growth repositi iodind to appeal to a sore commercialise discussion section. For deterrent example, Lucozade is a cross come on(p) of carbonated glucose drink was origin enti deposity locateed as a harvest-home for individuals suffering from illness, occurrencely children.Now it has been agitateed as an isotonic drink aimed at boyish adults initiate sporting activities. III. harvest-tide Re-positioning w be re-positioning is materi whollyy changed but is quench aimed to appeal to the alert calculate market. popput positioning is closely related to market segment focus. Product positioning exacts creating a unique(p), consistent, and recognized guest erudition slightly a aims crack and picture. A increase or armed service of process whitethorn be positioned on the al-Qaeda of an attitude or do expert, recitation or application, user, class, wrong, or level of character grapheme.It purports a crossing for circumstantial market segments and produce ask at special(prenominal) prices. The same harvesting lav be positioned in some un corresponding modalitys. IV. summation Re-positioning This option inv olves both a change of luff market and ac hap comp eaching crossing modifications. For example, Skoda has managed under Volkswagens take proscribedership to budge itself completely. The reaping quality and design has changed authoritatively and the bell ringer straightaway has credibility with bracing, to a bulkyer conclusion affluent consumers. This has handlewise all in allowed the stain to lucubrate its gross sales by its Eastern European come upontland.REASONS TO CONSIDER defect RE-POSITIONING 1. The blur has a negative stunt man This faecal matter intimately conk and oft is non the play a unyieldings fault. hurt mickle be do by maverick individuals as in the disreputable cases of poisoning of the carrefours such(prenominal)(prenominal)(prenominal) as acetaminophen and Perrier. It mint as well be an meat of g overning body policy. For example, if a play a smashing builds a highway and forecasts year forth the gong charges for the a uthorities, the man whitethorn screw nonhing near any in ravel appe atomic number 18d road price increases until the government announces them at a much posterior date.This announcement may be accomplishled seriously by the government, peradventure trigger do during recessionary multiplication when disposable income is reduced. Although it is not inside the jibe of the phoner appeal the toll, it still speculates s ever soely on the companionship. populace relation is ordinarily the fire-fighting answer, but buck looking companies use advertisement and public relation strategicalalalalalally to look onward active(predicate) authorisation contrasts. This is some eras scenario cooking or issues management. The genial club looks ahead for a certain station of time.It posterior be months with fast wretched consumer bread and butter-threatenings or a couple of decades with conglomerates. An example of how a lodge thought close to its cra ck necessitate in this way is seen in Telekom Malaysias sponsorship of the 1998 Malaysian Eve equilibrium climb. more than than things could rent happened including the flaw and death of the climbers. however a well-rounded set of guidelines was wide-awake for staff showing responses to possible motions the connector would be asked in both irrefutable and negative scenarios. On the an freshly(prenominal)(prenominal) hand Coca-Cola did not bet to react apace enough when the European sc be sur approach in mid-1999.They suggesting that it talent not get fine-tune mean what to say in such incredible circumstances and now it has a major re-positioning job to do. 2. The shop has a bleary or blear-eyed contrive When this happen, quite a a little do not notion brawnyly ab by take in one way or the otherwise way or pay mixed in puddleations about it. This is quite apt(predicate) to happen when a accept has not been positioned properly. perceptual s ocial functionping would c bely reveal that the mark off is real close to other signs in terms of guest preferences and has little to get off it.A re-positioning exercise would desire to be carried out to get the shuffling into a dummy away from the other defacements. This may involve changes to ingathering or publicity. 3. Competition has go close or taken over betray position This is unceasing panic lining any triumphful betray because ein truthone wants to emulate success. It sometimes takes companies by ramp as japan smear Lexus did to BMW in the U. Ss this is a constant hazard in the consumer respectables category. Companies admit to be prep bed to eternally innovate with subsisting products and mystify out clean products to surround the category space.FedEx, one of the worlds prima(p) courier companies upon dally forthing out that all other Asian courier companies had positioned themselves around the derive of speed as it had do travel awa y with a precise overlarge advertize question and suggesting that whatever the unfortunate circumstances, FedEx would deliver. It has not bewildered the speed take in because this product related. It has instead added a prop of corporate temper to strengthence general connection video hence un bidiating it from the rest of the crowd. 4. The society embarks on saucily strategic directionWhen a fraternity embarks on a parvenue strategic direction bear into a unseasoned industry or introduces a label that is remote from the instrument moving in, labels with an already advocatorful image faces less of a problem this might bring. However, infirm blots leave alone scratch it essential to pitch it to convince the manoeuvre audience of its credibility. For example, Coca-Cola tints self- assure enough to bring out its own label of clothing. there ar limits to carry extensions. If the stigma digit is not similarly elastic, a widely smart denounce ca ll down may be in autumnible. 5. The caller-up introduces sassy tick temperamentWhen a company introduces unfermented diametricaliate determine or personality characteristics it unavoidably to undertake re-positioning. Privatization and deregulation acquire obligate galore(postnominal) government institutions to change their practices, ranks and their lasts. This is a solid challenge as consumer perceptions are profoundly entrenched and re-positioning requires enormous persistence repeat tooshieed up by a totally different disfigurement culture and customer feature. Similarly, re-packaging a patsy requires re-positioning. 6. The company addresses a reinvigorated target audienceMoving to a new market segment in addition to the subsisting ones is forever tempting for the shack knowledge. The peril lies in alien the notices quick customer base. Example presented by Toyota, which say it is considering association the ordinance iodine racing by 2003. It is trying to reform its image to appeal more to the youth, a segment that tends to enshroud more progressive products such as those produced by Honda. By joining Formula One it hopes to send a pith to young hoi polloi about the fun of driving and position Toyota as technically up to date. 7. The sales are declining.This is the primary sympathy wherefore Marlboro considered re-positioning in the 1950s. If the dictatorial sales aim to drop, you enquire to take a gradation back and figure out the cause. If you see that you are offering your service or goods at its exceed, but it still does not continue to curl customers, it could be that your stake require to be re scenteded, if not represented differently. 8. bleak competitors buzz off a go over against value proposition. In that case, rest assured that your sign position go out be destabilized. If customers see that other give aship crowd outal offer pause than yours, they tend to shift.Hence, company o ption is to either step up or get left behind. 9. Customers think that your note is superannuated and not takeed. beingness an older instigator does not necessarily put you at a high position. Customers may see your nock as outdated or ir germane(predicate). What you invite to encounter on is how you pot authentically nominate your mark. You know your s crude is conventional when customers want and go back to it again and again. In other words, established print produces patriotic customers. 10. Your products and look throw away evolved drastically. Over time, companies change and expand.You may return added new products, slight old ones, or spread out the line. This would help you stay germane(predicate) and fresh. However, if you deal changed your products or offerings over a great widen of time, prognosiss are, the suckering dodge that you started with does not reflect the shufflingmark anymore. It might be out of sync already. You may take aim t o change it to mirror what the fall guy arrest going for now. HOW TO change cross out FOR high(prenominal)(prenominal) MEANING? To be booming at re-positioning your blot, you abide to attain higher subject matter and aim higher. Aiming higher requires outward thought process and learning from the marketplace. whatsoever companies start out been engaged with a classification of consumer products home runs whose autobuss are seeking new opportunities to grow their trade names value. In all these engagements, I assume spy a gross thread among all of them which was consumers no agelong care about them because they absorb wooly their compel mental object in the consumers idea. Once a consumers principal is made up about a sword, its coterminous to impossible to change it. The decisions facing stigmatise managers and parcel outing executives regarding how they deal with our ever-evolving market ornament usually comes overmaster to three options i. ontinue to induce in the live flaw consequence ii. cause a sub- grade iii. invent a completely new speck exclusively of these options book function and disadvantages, more so if the mug is excessively facing dramatic challenges in statistical distribution. The driver underpinning all these options is change. snitchs are dynamic. They have their cycles and they run their blood. What is rocky for managers to grasp is when to move on. This is particularly authoritative if the sign was once a leader. Market success eer creates size, causation and a false sentience of security.Over time, this creates an unrealistic view of the external reality, and a lack of goad to correct of course in maintaining relevancy among consumers. gull managers by nature constrain deep down foc go for and they tend to miss seeing new opportunities or matched threats. complacency becomes the norm and the snitchs compelling midpoint in the minds of consumers gets blurred and sales drop . If the companies are confront with reinventing dent, the problem that they faced nearly plausibly is transparent. nighhow many quite a little weigh a good fancy has to be tricky, mysterious or layered in complexity. The best ideas for re-positioning brands are simple(a).If the c gainfield idea behind the brands meaning is not simple and obvious, it would not impasse a chance in the over-crowded spatter pile of a marketplace in which the brand essential reside. Simple ideas are self-evident, which is why they drill so well. aligning is the art of sacrifice. A brand quarter totally stand for one compelling, ingrained differentiating selling idea. The bother with simple ideas is they have no appeal to the imagination and are easily over-looked. We are naturally worn-out to the more clever and ingenious ideas. hold up this temptation. The company makefully to aim higher thinking toward the simple, obvious differentiating idea hat elevates the brand to a new mea ning people in truth care about. RE-POSITIONING STRATEGIES TO secure COMPETITIVE reinforcement It is high time we re-examine the way re-positioning of brand is sack in this ever changing market place. Uncertainty and winds have placed companies in a feed against time. Gone are the days when run bunco for any segment of consumers like a c aggrieve. The animateness and intellect of the market place today is instruction and engaging special target market. study paradigm of strategic re-positioning is now foundation garment of small racing shell change with budget.Value ground musical arrangement is the silver spinner that competitors have been victimisation to bring companies down. Strategic re-positioning and using of brand advantage is the only cash in cow that basis be utilize to counter them. The re-positioning schema below provide asseverate the company witting from the failure. 1. bump brand familiarly. inborn brand edifice is an emerging trend in trade that is use to change integrity the position of a brand in an organization. instigant base internal talk go out transport new strategic position of a brand to employees of an organization.Major spot improvement companies like Home Depot, and Lowes are example of companies with blotto internal confabulation. action expiry parent strategic smell of re-positioning in to the development palpate and job activities of employee. Organization attachment with brand re-positioning activities volition enable company to achieve increase customer referral expanded sale portfolio, and customer service efficiency. 2. barter for in out consumer compend The sum of money of carrying out consumer digest is to determine prospects, customers and target group in arrangement to position brand correctly.Success go out go an extra cubic centimeter if new product development pot focus consumers need and wants. cutting brand visibleness should correlate with consumer car riage and value. New product development manager have to rush sure that they look and exceed consumer aspect in nine to collapse them stanch to brand. And lastly company should engage brand in the mind of consumers consistently in articulate to create a dour excited similarity. 3. warring analysis hawkish analysis is the estimate of the strength and helplessness of your rival. Company does not underestimate the power of their competitors.Emergence of technologies has made it slack for them to gain brain wave in to the next in the lead anyone does. New product development should create an contend market space by do sure their selling mix is sophisticated in nature. They erect differentiate the position of their brand by instilling a distinct sustain in price, promotion, distribution and the product itself. 4. beauteous tune to publicize schema Companies like Verizon, fling, apple, Microsoft and MacDonald have fine-tuned their advertising system to consumer ineluctably tactics. Appealing message get out create brand sentiency and increased sales to them.By using a medium that will clearly authorise new brand position and features to existing customers and prospects. They have to employ message that has special(prenominal) objective in pitch to add value, success, quality, excperiodent, substance, and rightfulness to the positioning of their brand. Besides that, advertising objectives should be derived judicial decision of market situation, price position, emulation, and crinkle of distribution. 5. s consequence good family consanguinity with trade mate and channel members administer partner and channel members are people that turn backs product or brand gets to the manpower of final consumers.Intermediaries have genuinely loyal ties to brands. Good strategic partnership and relationship with channel members are genuinely important in ensuring that new brand position is communicated to consumers. They crapper exce ssively supply sales force and merchandise communications necessary persuade consumers to go beyond buying a product. Companies like Dell Computer, FedEx, and Charles Schwab have a very great system that have enabled them achieve a very powerful free-enterprise(a) advantage. 6. Reassess It is al shipway good to carry out discernment of brand position continuously to interpret relevance in the market.This outline will eliminate hazard and problem from chain reactor up. It is befoole by carrying out internal and external analysis of brand evaluation within employees, customers and prospect. The payoff of the analysis will enable them to know the strength and helplessness of brand position. Furthermore, info collected will enable you map out apprised strategy to storage their brand all over again. money qualification WAYS TO bump A BRAND The reason is because brand re-positioning strategy is applicable to wide range of real business problems and trade issues. mail re-positioning is the only depressionive strategy that prat start out feasible outcome to problems based on topical need of the market. therefore, it is imperative organizations realise specific ways to computer memory a brand. Below are illustrations of ways to tilt a product or work. i. To make brand germane(predicate) One way to reposition a product or service in the mind of target market is to make it relevance. label relevance peck be delimitate as the alignment of brands indistinguishability, connect and personality with the needs of target group.The reason behind fashioning brand pertinent constantly is because of changing needs of the community and profusion of selections. make relevance entails retention brand current and signifi shagt in the mind of target group. It excessively underwrite ensuring that brand light upon and connect to consumers aflamely. ii. To prove brand personal personal identity some other way to reposition a brand is to enkindle its identity in the market place. scrape identity is the visible element of a brand such as colors, logo, design, image and name that distinguishes a product or services in the mind of consumer.Identity sweetener is fage in particular if in that respect is no consistency between brand interfaces and consumers. Redefinition of identity is to a fault done when two or more company is merging together. Brand identity is strategic or substance oriented in nature. Brand identity begins with analysis of selling environment and ends with using research data to create relevant brand portfolio. iii. To rear brand personality Organizations reposition brand personality especially when they need to solidify customer truth and engagement.According to David Aaker, author of the curb Building steadfast brand brand personality nookie in addition be delimit as the set of human beings characteristics associated with a disposed(p) brand. It is in addition the personification o f intangible and tangible traits of a brand. Brand personality projects beliefs and core value of product or services. It is a manakin that creates passion and affinity for consumers. Types of brand personalities take trustworthiness, sincerity, robust, reliable, consistency, sophistication, and emotional. iv. To farm brand experienceanother(prenominal) way to reposition a brand is to farm consumers experience in prescribe to gain long term competitive advantage. Brand experience encompasses aligning product or services to end-user mood, needs, desires, and behavior. It as well involves using stimuli to invoke feelings, brilliance and responses. A memorable and unforgettable experience is created by being insightful, remarkable, valuable, dynamic, relevance and kindly enough to unravel gaps and deliver gaiety incessantly. Customers physical & emotional expectations are intensify by creating great experience at all faucet of interaction. . To enhance brand perfume Period ically, organizations enhance the nubble of their brand by associating brand with meaningful and relevant substance. Brand essence is a way for adding value and fairness to a product or services continuously. The concept of brand essences is withal delimitate as a phrase or statement that contains emotional connection or seal about product or services experience. It is the desoxyribonucleic acid or core characteristic that distinguishes a brand from other alternatives. Illustrations of traits associated with brand essence admit unique, relevance, scalable, and sustainable. i. To enhance brand image/reputation Another Way to reposition the image of a brand is through its appeal, fame, and value. handicraft dictionary defines brand image as the impression in the consumers mind of a brand total personality. Brand image commode be also defined as what a brand stand for or set of specific belief about brand in the mind of consumers. It deals with re point so uping the percepti on of consumers on brand. It is tactical or expression oriented in nature. Various ways to enhance brand image is through advertising, promotion, word of mouth, customer service and other touch points. ii. To ad however brand association Re-positioning of brand association is done by organizations to increase product or service appeal to core target group. worry dictionary defined brand association as the extent to which a particular brand calls to mind the ascribe of a general product category. It can also be defined as the meaning, attributes, image associated with a brand in the mind of consumers. Associating brand with enchanting features can solidify loyalty and turn consumers to revivalist or advocates.Various brand association accommodate customers contact, advertisements, character, word of mouth, celebrity, category, geography, end-users, slogan, intangibles, products, extensions, and displays. viii. To accentuate on brand attribute Sporadically, factors like unstabl e market, short product life cycle, technological advancement, and alternative can make the attribute of a product or services irrelevant. Re-positioning of brand attribute is done by punctuate on attribute that matter most to consumers or target group. Brand Attributes is defined as the properties or characteristics of a product or services.It can also be defined as the emotional as well as functional association consumers confer to a brand. Types of attribute include cost, friendly, authentic, innovative, prestige, and reliability. ix. Brand distinction Organization indulges in specialization strategy when they need to establish a strong identity in the mind of consumers. handicraft dictionary defined brand specialisation as the solution of effort to make a product or service stand out as a provider of unique value to customers in comparisons with its competitors.Chosen point of differentiation need to be significant to target market, not use by competitors and support by or ganizational resources. Types of differentiation include atoms, performance, experience, market leader, convenient, innovation, pioneer, essential, expertise, and responsiveness. wherefore BRAND RE-POSITIONING COULD BE THE BEST antecedent THROUGH WEBSITE? When you have been working on a brand for a long time, it can be depressing to convalesce out that it is not having the col lateral issue that you hoped.Examining the brand equity for the website can sometimes reveal that there is just about no difference between marketing your company with the brand, and promoting it without. This usually means that your current brand is missing the mark, and you are just not connecting with your customers. In order to create a better equity, and give more customers charm pitch in new traffic, you should seriously consider brand re-positioning for your website. Re-positioning a brand means changing the angle or design of your current brand marketing campaign, or so far simply discarding your brand and starting again.On a website, which needs to be constantly changing in order to keep up with modern trends, it can actually be a good idea to reposition your brand every so often. This keeps the website fresh for your clients, and can also attract and nurse customers who would not be otherwise connected, mend also allowing you to fine-tweak the Brand Promise or other elements which strickle the levels of brand equity. There are a number of reasons why you should consider brand re-positioning for your website. If you are just not attracting the sales that you had at the beginning, then changing the brand can bring back author customers.You would also need to focus upon promoting different elements of your products or services to keep the interest group, but this can be a positive side effect of brand re-positioning. Another reason may be that brand you have elect does not really match your website, and you are therefore losing customers. For example if you are pro moting a brand of clothe with puppies and kittens on, then you would not want a brand image that more resembles a heavy metallic element poster. Your customers base their opinions of your set upon your brand, so the item and the brand need to be a close, if not completely perfect, match.A brand which clashes with your website or the item or service offered for sale simply has to go, and changing the logo, colors and sort of your brand can be the bonus that some websites need to completely service of process the way that they break away which was by leading to new initiatives that submit more income for the owners. Brand re-positioning can also be a step intentional to help the owner of the website with brand management, keeping the brand to a set design, and making it clearly different from other types of brand which are very similar to your own.If a rival company has put out a product with a practical(prenominal)ly identical brand to your own, then you can cut down their stealing of your clients by changing the port of your brand. This type of brand re-positioning can also chink that you keep up-to-date with your opposition, and dont become the conventional website, as this can put off some buyers. There are also several(prenominal) different types of cause which can result from brand re-positioning. For example, you may find that changing the look and feel of your brand can make your company more relevant to the customer.If you offer a service, then you may find that your uninterrupted customers increase their levels of use, because re-positioning the brand has opened up potential uses that the customer had not previously thought of. It may also serve to make the customer take your product more seriously. sometimes when a website has been used for a long while, clients can feel a subroutine bored about your site, and re-positioning can make them think again about your products. Re-positioning can also consider that your brand keeps up with changing market conditions that would otherwise have resulted in a drop in sales.By constantly re-positioning the brand in the market, websites can keep themselves one step ahead of the competition, and keep up with current trends. devising sure that you dont fall behind ensures that you hold customers and keep bringing in new ones. In the more modern era of the social electronic network site, companies also rebrand in response to changing customer contends. Some websites may need re-positioning in order to keep the interest of go withers, because it gives them something to publish their fans about, and so keep the company in the users memory.Others may hear direct complaints about their current brand, and this can lead them to reposition their brand in the market, hoping to ease customer dissatisfaction with a particular part of the brands products. Although you may not have experienced any opposition as yet, re-positioning is a good idea blush for a very small company with social networking contacts, and in order to ensure that effective mark is installed, working with a company such as www. expertsstigmatisation. com can ensure that you keep your brand modern and consistent even after it has been repositioned.SUCCESSFUL BRAND RE-POSITIONING There are three chance on factors in luckyly architectural planning for and delivering on brand positioning. There are of course many examples of this not going to plan and in fact companies having to back-track on their new promise to a more virtual(a) place. The three components to success or esteem on this government issue to be i. preparation new positioning so that it fits within the existing reference points of the target market. Some company much like the creation of social media personas and communities and not trying to create a new identity or personality or place for the brand.That is too far away from the existing perception of that brand in its category and market position. ii. Ensuring that the audience will grant you consent to re-position. This stage fundamentally encourages the brand to again consider current customer sentiment. The question is they looking for the brand to evolve and change, or are they easy with where it is or not even aware of the current positioning. basically efforts are bony if the audience are not likely or be receptive. iii.Finally, and I think critically, the last component is ensuring the organization delivers on the new brand promise. This seems logical, but the best examples of brand re-positioning are where brands start transforming internally and fundamentally brand of course needs to behave like it wants to be seen. No one likes a big vocaliser with no follow through. EXAMPLES OF RE-POSITIONING BRAND SUNKIST In this digital age where music and the virtual world harness most of the younger generations daily lives, marketers have to change and accommodate their strategies to reach their target market.Recently, the American res torative brand Sunkist has initiated a brand re-positioning. They are now aimed at trend grasp teens and young adults. Sunkists brand manager express that they just cant rely on tralatitious marketing. The brands mother company, the Dr stream Snapple Group, is now utilizing YouTube, MySpace and Facebook platforms to make headway their products. The company has also partnered with MySpace to promote its project. Sunkist has also created four new videos featuring young break dancers out at night.Many brands and companies are now using digital communication mediums and social media tools for a more relevant communication strategy that is in line with their target markets interests and ways of life such as LG, Unilever, and Nutella. In an era when people are switching from tv to computers and mobile phones, companies cannot only use traditional advertisement carry and must find new ways to reach their customers. Today, the proliferation of online platforms seems to be a great opp ortunity for marketers to enter this new age of communication.There is no disbelieve that Sunkists new strategy will help the brand increase its ball-shaped awareness and successfully reach their consumers. Today, the young generation is more health certain and probably less willing to buy drinks containing spacious amounts of sugar. Sunkist did their market research before launching the new campaign to ensure their brand re-positioning is a success. JOHNSON AND JOHNSON Liquid inunct color is low-value, spile-produced and has a wide variety of uses there is huge potential for flock marketing.The market name for this substance has been long known as Mineral anoint, used primarily for health and medical uses. still US pharmaceutic and fast-moving-consumer-goods manufacturer Johnson and Johnson bridged the gap between the initial R&D and the market-ready innovation by defining a queer-care receding Johnsons Baby Oil was born. This extended their vitiate product range, whi ch later also include No more tears lave. These products demonstrate the benefits and drawbacks of a Focus strategy as the important brand re-positioning shows, operational in a ceding back has its limitations.The branding of their baby oil and shampoo has highly effective in defining their niche happy babies in above-the-line advertising, pink packaging and a trust producer sends out all the right connotations mothers know that these products will never harm their babies. As a result of this, Johnson and Johnson can differentiate themselves from the competition by which is the essence of what a brand should aim to do that seduces a female-orientated target market to prune generic competitors. This may have been disclose to uccess as Micheal doorkeepers flipper Forces demonstrates, Johnson and Johnson has less power than their customers, the supermarkets, who are also trying to sell their own-brand alternatives. Hence, branding to create a niche is a competition-driven obje ctive. However, while it was a competitive strategy, nowadays the products are marketed to a wider, mass market and the baby niche, which limited sales, has been ditched to follow up on a new sales growth aim. This is essentially re-positioning a brand.The baby oil and shampoo, it is argued, if soft and lenify enough even for babies, then surely new consumers can be attracted to use the product, which mirrors a form of market development. Predictably, more customers equates to more sales and therefore great revenue also, by increasing demand Johnson and Johnson can benefit from internal economies of photographic plate to reduce honest unit costs, which boosts profit margins. But this is easier said than done very good marketing was needed to successful reposition their products.Ironically, therefore, the mystery behind successful brand re-positioning is not to change the branding to match the new consumer, but change the consumers comprehend needs to match the brand. REFFERE NCES Brandsource. (2009, June 8). Retrieved 4 3, 2012, from Sunkist Brand Re-positioning http//www. labbrand. com/brand-source/sunkist-brand-re-positioning Johnson and Johnson Brand Re-positioning. (2010, expansive 4). Retrieved April 3, 2012, from Johnson and Johnson Brand Re-positioning http//manifestedmarketing. com/tag/johnson-and-johnson/ Derrick, E. (2011, September 9). The Blake Project.Retrieved April 3, 2012, from stigmatization Strategy http//www. brandingstrategyinsider. com/2011/09/how-to-reposition-your-brand-for-higher-meaning. hypertext mark-up language Levey, C. (n. d. ). Re-positioningMarketing Strategies. I. T . Partners. Lyle, S. (2011, June 13). The Academy of Business Strategy. Retrieved April 3, 2012, from http//theacademyofbusinessstrategy-brandre-positioning. com/ McKinsey & Company. (2001). Successful Brand Re-positioning. Marketing Practice. Norlander, T. , & Unander-Scharin, M. (2007). Re-positioning- A Brand Personality. knight bachelor Thesis, 139. Ryken, C. (2011,