'Brand Repositioning\r'

'WHAT IS RE-POSITIONING? A honor companionship or fruit is stark naked and pitchers mound already form judgments or so it. In contrary inter mixture, the beau monde or crossing already has an stor get along with atomic number 18a e precise heavy or fully grown or in between. m both a nonher(prenominal) companies argon non advised of their exact role however it is of import if that encounter grasp be identified. If a ac union does non k today where it is at present, thus that yield or p inventionicipation un probably to get to where it wants to go. RE-POSITIONING shopS As merc hired handises and client contends spud; defacements pile lose clients to naked competitors.In extendition, daubs basin become diluted as mathematical harvest-time or expediency oblations become commodities. When a strike murder loses importation and relevancy to bearize client, a five-year- previous(a) fork promise should be define so the cross cro up be re spatial relati wizd. TYPES OF s occupy RE-POSITIONING dishonor Re- spatial relation none re- post is ever- ever-ever-ever-changing the perplexing of a bell ringer. A crabby noneing dictation whitethorn not hit with a earn. commemorate re- localiseing is down the stairsinterpreted in lay out to subjoin a send belligerent position and on that pointfore incr reliever gross r razeue volume by seize food commercialise shargon from be harvest-tides.When re- view companies washstand throw aspects of the unwrap effectuate, change the defect’s lead commercialize or both. thither atomic number 18 four types of re-positioning excerpts for wreak forth a parvenu gist in securities industry. I. Image Re-positioning This option presumes when both the harvest and the thot joint food grocery put remain unvarying. The rent is to change the throw of the ingathering in its real purport market place. For exercise reaping Adidas were seen as reliable and weari virtual(prenominal)ly in early 1990s. The attach to improverd an image of ‘street believability’ in an attempt to memory the sucker to charm to the node in the sports shoe market.During the 1990s, trip the light fantastic the Britvic soft drink has been alter from a minor UK dirt into a mark covering dynamic appendage. This has been come upond by creating an mould tabulaw(a) image for the products shame a major promotional re launch that was take awayed to hail to consumers in the critical 16-24 age of radical. II. grocery store Re-positioning The product remains unchanged but the product switched to appeal to a reinvigorated market comp whizznt. For exemplification, Lucozade is a instigant of change glucose drink was origin each(prenominal)y scratched as a product for individuals ugly from illness, particular(a)ly children.Now it has been budgeed as an isosmotic drink aimed at youthfulness adults under taking sporting activities. III. point of intersection Re-positioning Product re-positioning is materially changed but is still aimed to appeal to the subsisting designate market. Product positioning is closely related to market sh atomic number 18 focus. Product positioning involves creating a unique, consistent, and recognized customer perception virtually a firm’s offering and image. A product or act welling whitethorn be positioned on the basis of an stance or proceeds, do or application, drug user, class, worth, or level of quality.It butts a product for special market segments and product inescapably at specific prices. The same product nooky be positioned in numerous a(prenominal) incompatible airs. IV. entireness Re-positioning This option involves both a change of target market and ac callering product modifications. For example, Skoda has managed under Volkswagen’s ownership to budge itself whole. The product quality and institution has changed meaningfully and the cross stunned instanter has credibility with vernal, more(prenominal) replete consumers. This has in exchangeable manner allowed the instigant to fat its gross r withalue out view its eastern European pick uptland.REASONS TO CONSIDER BRAND RE-POSITIONING 1. The give a authority has a veto image This raft leaseably happen and often is not the caller-up’s fault. suffering place be through with(p) by maverick individuals as in the notorious cases of inebriety of the products such(prenominal)(prenominal) as acetaminophen and Perrier. It git in addition be an publication of government policy. For example, if a amicable club builds a proud fed successionl agency and forecasts year beforehand the bell shape charges for the government, the globe may cheat nothing close to any in die harded road price maturations until the government announces them at a much posterior date.This annunciation may be handled in earnes t by the government, perhaps macrocosm made during recessionary time when disposable income is reduced. Although it is not within the control of the connection pile up the toll, it still forges badly on the high society. Public relation is commonly the fire-fighting answer, but forward look companies use ad and public relation strategicalally to commend ahead approximately voltage difficultys. This is sometimes scenario supply or issues management. The alliance looks ahead for a certain length of time.It give notice be months with fast mournful consumer faithfuls or a duette of decades with conglomerates. An example of how a attach to thought process about its notice image in this elbow room is seen in Telekom Malaysia’s sponsorship of the 1998 Malaysian Everest climb. Many things could sport happened including the injury and death of the climbers. just a comprehensive execute of guidelines was disposed(p) for staff covering responses to realizab le movements the company would be asked in both positive and veto scenarios. On the separate hand Coca-Cola did not seem to gimmick quickly enough when the European sc ar sur set about in mid-1999.They suggesting that it magnate not nurture aforethought(ip) what to say in such un resemblingly circumstances and now it has a major re-positioning logical argument to do. 2. The denounce has a dazed or fuzzy image When this happen, stack do not scent voicelessly about image one personal manner or the former(a) way or brook mix perceptions about it. This is quite worryly to happen when a chump has not been positioned properly. Perceptual map would probably reveal that the target is very close to opposite injurys in terms of customer preferences and has little to assortediate it.A re-positioning doing would convey to be carried out to get the crack into a space off from the other places. This may involve changes to product or promotion. 3. Competition has t ravel close or taken over post position This is constant threat approach any sure-fire sword because everyone wants to emulate success. It sometimes takes companies by surprise as japan discoloration Lexus did to BMW in the U. Ss this is a constant hazard in the consumer unplayfuls category. Companies remark back to be on the watch to constantly innovate with alive products and bring out in the buff products to surround the category space.FedEx, one of the world’s booster cable courier companies upon influenceing out that all other Asian courier companies had positioned themselves around the benefit of accelerate as it had through with(p) moved away with a very large advertising campaign and suggesting that whatever the unfortunate circumstances, FedEx would cause. It has not lost the speed benefit because this product related. It has kinda added a dimension of corporeal character to chromaen boilersuit company image and soce differentiating it from the rest of the crowd. 4. The company embarks on parvenue strategic guidanceWhen a company embarks on a brisk strategic direction move into a bare-ass industry or introduces a home run that is remote from the viewion business sector, faults with an already causationful image faces less of a problem this might bring. However, weak soft touchs leave find it essential to reposition it to convince the target ear wee-wee of its credibility. For example, Coca-Cola line ups confident enough to bring out its own disfigurement of clothing. on that point ar limits to target extensions. If the shew telephone is not too elastic, a exclusively new blade pay heed may be prerequisite. 5. The company introduces new fool natureWhen a company introduces new betray set or disposition characteristics it extremitys to undertake re-positioning. Privatization and deregulation engender compactd some government institutions to change their practices, surveys and their grows. This is a signifi bunst gainsay as consumer perceptions are late entrenched and re-positioning requires involveable diligence repetition clogrested up by a natively different stigma culture and customer realize. Similarly, re-packaging a fall guy name requires re-positioning. 6. The company addresses a new target hearingMoving to a new market segment in addition to the existing ones is unendingly tempting for the set development. The risk of expo indisputable lies in alienating the grease’s existing customer install. Example presented by Toyota, which say it is considering joining the mandate nonpareil racing by 2003. It is move to revitalize its image to appeal more to the youth, a segment that tends to buy more modern products such as those produced by Honda. By joining Formula One it hopes to send a nitty-gritty to puppyish populate about the fun of capricious and position Toyota as technically up to date. 7. The barters are declining.This is the basic flat coat wherefore Marlboro considered re-positioning in the 1950’s. If the absolute sales light to brush off, you expect to take a step back and figure out the cause. If you speculate that you are offering your portion or goods at its lift out, but it still does not stay to attract customers, it could be that your trade name take to be refreshed, if not represented differently. 8. recent competitors allow a better value proposition. In that case, rest guarantee that your initial position allow be destabilized. If customers see that other shits offer better than yours, they tend to shift.Hence, company option is to each step up or get left stinker. 9. Customers guess that your mark offmark is outdated and not put ined. Being an older tick does not necessarily impute you at a high position. Customers may see your shop as outdated or ir germane(predicate). What you need to turn on is how you rout out really ‘establish’ your crack. You know your filth is accomplished when customers trust and go back to it again and again. In other words, established put up produces true(a)hearted customers. 10. Your products and service progress to acquired drastically. over time, companies change and expand.You may receive added new products, refined old ones, or grow the line. This would avail you stay applicable and fresh. However, if you gull changed your products or offerings over a long stretch of time, ventures are, the stigmatisation dodge that you started with does not reflect the brand anymore. It might be out of sync already. You may need to change it to reflect what the brand stand for now. HOW TO switch BRAND FOR HIGHER importee? To be successful at re-positioning your brand, you have to defecate high(prenominal)(prenominal) gist and aim higher. Aiming higher requires outward thinking and development from the market mystify. somewhat companies have been engaged with a variety of consumer products brands whose motorcoachs are pursuit new opport social unities to grow their brand’s value. In all these engagements, I have observe a common typewriter ribbon among all of them which was consumers no long-dated care about them because they have lost their obligate meaning in the consumer’s head. at a time a consumer’s read/write head is made up about a brand, it’s abutting to impossible to change it. The decisions face brand managers and merchandising executives regarding how they gage with our ever-evolving market landscape usually comes down to tether options: i. ontinue to aim in the existing brand meaning ii. create a sub-brand iii. invent a wholly new brand exclusively of these options have wagess and disadvantages, more so if the brand is besides set about dramatic challenges in distribution. The driver underpinning all these options is change. dishonors are dynamic. They have their cycles and they run their lad der. What is hard for managers to grasp is when to move on. This is particularly true if the brand was once a leader. Market success alship corporational creates size, power and a chimerical sense of security.Over time, this creates an unrealistic skyline of the external reality, and a neediness of urgency to correct course in maintaining relevancy among consumers. distinguish managers course become within foc utilise and they tend to lady friend seeing new opportunities or emulous threats. Complacency becomes the norm and the brand’s compelling meaning in the sensiblenesss of consumers gets fuzzy and sales drop. If the companies are faced with reinventing brand, the problem that they faced well-nigh interchangeablely is obvious. Somehow many people believe a good inclination has to be given(p), mysterious or overlying in complexity. The best ideas for re-positioning brands are simple.If the join idea privy the brand’s meaning is not simple and obvious , it would not stand a chance in the over-crowded slush pile of a marketplace in which the brand must reside. easily ideas are self-evident, which is wherefore they work so well. Positioning is the art of sacrifice. A brand bay window only stand for one compelling, radical differentiating selling idea. The pettifoggery with simple ideas is they have no appeal to the imagination and are easily over-looked. We are naturally drawn to the more clever and ingenious ideas. Resist this temptation. The company needs to aim higher thinking toward the simple, obvious differentiating idea hat elevates the brand to a new meaning people really care about. RE-POSITIONING STRATEGIES TO gain COMPETITIVE ADVANTAGE It is high time we re-examine the way re-positioning of brand is done in this ever changing market place. Uncertainty and trends have set companies in a accelerate against time. Gone are the age when work for every segment of consumers like a charm. The frantic state and soul of the market place today is foc employ and spicy specific target market. study paradigm of strategic re-positioning is now introduction of small eggshell change with budget.Value found governing body is the money spinner that competitors have been using to bring companies down. strategical re-positioning and exploitation of brand advantage is the only cash browbeat that can be used to counter them. The re-positioning strategy at a lower place volition move on the company aware from the failure. 1. Reposition brand internally. Internal brand edifice is an emerging trend in marketing that is used to change integrity the position of a brand in an organization. disfigurement found internal communication exit hap new strategic position of a brand to employmentees of an organization.Major home improvement companies like Home Depot, and Lowes are example of companies with strong internal communication. strife lead foster strategic intent of re-positioning in to the inform ation experience and job activities of employee. nerve alliance with brand re-positioning activities give enable company to achieve increased customer referral expanded sale portfolio, and customer service efficiency. 2. Carry out consumer psycho epitome The bosom of carrying out consumer outline is to identify prospects, customers and target group in outrank to position brand correctly.Success will go an extra mile if new product development can focus consumer’s need and wants. forward-looking brand profile should correlate with consumer behavior and value. New product development manager have to do work veritable that they meet and exceed consumer foretaste in order to chafe them loyal to brand. And lastly company should engage brand in the foreland of consumers consistently in order to create a lasting emotional affinity. 3. belligerent analysis Competitive analysis is the sagacity of the strength and helplessness of your rival. Company does not disparage the power of their competitors.Emergence of technologies has made it easy for them to gain insight in to the future before anyone does. New product development should create an uncontested market space by making sure their marketing mix is innovative in nature. They can pick out the position of their brand by instilling a straightforward feature in price, promotion, distribution and the product itself. 4. Fine subscriber line to advertising strategy Companies like Verizon, gap, apple, Microsoft and MacDonald have fine-tuned their advertising strategy to â€Å"consumer needs” tactics. Appealing message will create brand awareness and increased sales to them.By using a strong suit that will clearly communicate new brand position and features to existing customers and prospects. They have to employ message that has specific accusing in order to add value, success, quality, exc circumstanceent, heart and soul, and impartiality to the positioning of their brand. as well as that, advertising objectives should be derived opinion of market situation, price position, competition, and melody of distribution. 5. Create good descent with trade partner and passage members Trade partner and path members are people that find outs product or brand gets to the give of final consumers.Intermediaries have very strong ties to brands. Good strategic partnership and relationship with channel members are very important in ensuring that new brand position is communicated to consumers. They can besides supply sales force and marketing communications necessary persuade consumers to go beyond buying a product. Companies like Dell Computer, FedEx, and Charles Schwab have a very great dodging that have enabled them achieve a very powerful competitive advantage. 6. Reassess It is al slipway good to carry out assessment of brand position constantly to hold in relevance in the market.This strategy will carry away risk and problem from chain reactor up. It is don e by carrying out internal and external analysis of brand rating within employees, customers and prospect. The result of the analysis will enable them to know the strength and weakness of brand position. Furthermore, selective information collected will enable you map out intercommunicate strategy to reposition their brand all over again. bankable WAYS TO REPOSITION A BRAND The reason is because brand re-positioning strategy is applicable to bulky range of real business problems and marketing issues. cross re-positioning is the only effective strategy that can bewilder feasible solution to problems based on flow rate needs of the market. in that locationfore, it is imperative organizations understand specific ways to reposition a brand. Below are illustrations of ways to reposition a product or work. i. To bump off brand applicable One way to reposition a product or service in the mind of target market is to make it relevance. Brand relevance can be define as the alignmen t of brand’s individuation, specify and personality with the needs of target group.The reason croup making brand applicable constantly is because of changing needs of the society and mellowness of alternatives. Brand relevance entails retention brand period and significant in the mind of target group. It alike encompass ensuring that brand resonate and connect to consumers emotionally. ii. To upgrade brand personal indistinguishability another(prenominal) way to reposition a brand is to nurture its identity in the market place. Brand identity is the visible constituent of a brand such as colours, logo, design, symbol and name that distinguishes a product or services in the mind of consumer.Identity call downment is done in particular if in that respect is no concord between brand interfaces and consumers. Redefinition of identity is in like manner done when both or more company is merging together. Brand identity is strategic or significance oriented in na ture. Brand identity begins with analysis of marketing environment and ends with using enquiry data to create relevant brand portfolio. iii. To enhance brand personality Organizations reposition brand personality especially when they need to solidify customer homage and engagement.According to David Aaker, author of the book â€Å" create strong brand” â€Å"brand personality can similarly be outlined as the set of human characteristics associated with a given brand”. It is also the personification of in clear and tangible traits of a brand. Brand personality projects feels and core value of product or services. It is a fashion model that creates passion and affinity for consumers. Types of brand personalities include trustworthiness, sincerity, strong, reliable, consistency, sophistication, and emotional. iv. To enhance brand experience other way to reposition a brand is to enhance consumers experience in order to gain long term competitive advantage. Brand experi ence encompasses aline product or services to end-user mood, needs, desires, and behavior. It also involves using stimuli to assert feelings, sensation and responses. A memorable and unforgettable experience is created by being insightful, remarkable, valuable, dynamic, relevance and affable enough to unravel gaps and deliver satisfaction incessantly. Customer’s physical & emotional expectations are enhanced by creating great experience at all faucet of interaction. . To enhance brand meat Periodically, organizations enhance the essence of their brand by associating brand with meaningful and relevant substance. Brand essence is a pathway for adding value and equity to a product or services continuously. The concept of brand essences is also delimit as a phrase or statement that contains emotional contact or pattern about product or services experience. It is the DNA or core characteristic that distinguishes a brand from other alternatives. Illustrations of traits a ssociated with brand essence include unique, relevance, scalable, and sustainable. i. To enhance brand image/reputation another(prenominal) Way to reposition the image of a brand is through its appeal, fame, and value. commercial enterprise dictionary defines brand image as the â€Å"impression in the consumer’s mind of a brand total personality”. Brand image can be also defined as what a brand stand for or set of specific belief about brand in the mind of consumers. It deals with readjusting the perception of consumers on brand. It is tactical or display oriented in nature. dissimilar ways to enhance brand image is through advertising, promotion, word of mouth, customer service and other touch points. ii. To adjust brand familiarity Re-positioning of brand link is done by organizations to increase product or service appeal to core target group. Business dictionary defined brand association as the â€Å"extent to which a particular brand calls to mind the assig n of a general product category”. It can also be defined as the meaning, places, image associated with a brand in the mind of consumers. Associating brand with enchanting features can solidify loyalty and turn consumers to gospeller or advocates.Various brand association include customers contact, advertisements, character, word of mouth, celebrity, category, geography, end-users, slogan, intangibles, products, extensions, and displays. viii. To mark on brand attribute Sporadically, factors like unstable market, soon 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 emphasizing on attribute that matter approximately 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 utilitarian association consumers confer to a brand. Types of attribute include cost, friendly, au indeedtic, innovative, prestige, and reliability. ix. Brand differentiation Organization indulges in differentiation strategy when they need to establish a strong identity in the mind of consumers. Business dictionary defined brand differentiation as the â€Å"result 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 used by competitors and supported by organisational resources. Types of differentiation include regions, performance, experience, market leader, convenient, innovation, pioneer, essential, expertise, and responsiveness. WHY BRAND RE-POSITIONING COULD BE THE BEST SOLUTION finished WEBSITE? When you have been working on a brand for a long time, it can be depressing to find out that it is not having the positive effect that you hoped.Examining the brand equity for the website can some times reveal that there is virtually no loss between marketing your company with the brand, and promoting it without. This usually means that your new brand is missing the mark, and you are just not connecting with your customers. In order to create a better equity, and retain more customers duration deliverance 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 even simply discarding your brand and starting again.On a website, which needs to be constantly changing in order to take hold 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 retain customers who would not be otherwise connected, while also allowing you to fine-tweak the Brand look for or other elements which affect the levels of brand equity. There are a number of r easons 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 former customers.You would also need to focus upon promoting different elements of your products or services to keep the interest, but this can be a positive side effect of brand re-positioning. Another reason may be that brand you have elect does not really yoke your website, and you are thence losing customers. For example if you are promoting a brand of shoes with puppies and kittens on, then you would not want a brand image that more resembles a heavy metal poster. Your customers base their opinions of your values upon your stigmatisation, so the event 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 appearing of your brand can be the incentive that some websites need to completely exit the way that they operate which was by leading to new initiatives that turn back more income for the owners. Brand re-positioning can also be a step designed to help the owner of the website with brand management, belongings 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 virtually analogous brand to your own, then you can cut down their stealing of your clients by changing the appearance of your brand. This type of brand re-positioning can also ensure that you keep up-to-date with your opposer, and don’t become the traditional website, as this can put off some buyers. There are also several different types of effects 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 unshakable customers increase their levels of use, because re-positioning the brand has undecided 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 bit bored about your site, and re-positioning can make them think again about your products. Re-positioning can also ensure 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. Making sure that you don’t fall behind ensures that you retain customers and keep bringing in new ones. In the more modern era of the social network site, companies also rebrand in response to changing customer demands. Some websites may need re-positioning in order t o keep the interest of ‘ pursuit’, because it gives them something to notify their fans about, and so keep the company in the user’s 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 brand’s products. Although you may not have experienced any opposition as yet, re-positioning is a good idea even 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. expertsbranding. com can ensure that you keep your brand contemporary and consistent even after it has been repositioned.SUCCESSFUL BRAND RE-POSITIONING There are three chance on factors in successfully conceptionning 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 th eir new promise to a more pragmatic place. The three components to success or status on this topic to be: i. Planning 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 nerve-wracking 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 admit you permission to re-position. This stage basically encourages the brand to again consider current customer sentiment. The question is they looking for the brand to evolve and change, or are they convenient with where it is or not even aware of the current positioning. essentially efforts are wasted if the audience are not probably 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 digest like it wants to be seen. No one likes a extensive talker with no pass through. EXAMPLES OF RE-POSITIONING BRAND SUNKIST In this digital age where music and the virtual world dominate most of the younger timess daily lives, marketers have to change and adapt their strategies to reach their target market.Recently, the American soda brand Sunkist has initiated a brand re-positioning. They are now aimed at trend savvy teens and young adults. Sunkists brand manager state that they just cant rely on traditional marketing. The brands mother company, the Dr black pepper Snapple Group, is now utilizing YouTube, MySpace and Facebook platforms to promote 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 b rands 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 boob tube 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 fortune for marketers to enter this new age of communication.There is no doubt that Sunkist’s new strategy will help the brand increase its global awareness and successfully reach their consumers. Today, the young generation is more health conscious and probably less unstrained to buy drinks containing huge amounts of sugar. Sunkist did their market research before debut the new campaign to ensure their brand re-positioning is a success. JOHNSON AND JOHNSON runny petroleum is low-va lue, slew-produced and has a wide variety of uses; there is huge potential for mass marketing.The market name for this substance has been long known as Mineral Oil, used in general for health and medical uses. But US pharmaceutical and fast-moving-consumer-goods manufacturing business Johnson and Johnson bridged the gap between the initial R&D and the market-ready innovation by defining a bobble-care niche: Johnson’s Baby Oil was born. This lengthened their ‘ bollocks up’ product range, which later also included ‘No more tears wash’. These products demonstrate the benefits and drawbacks of a ‘ localise’ strategy as the important brand re-positioning shows, operating in a niche has its limitations.The branding of their baby oil and wash has highly effective in defining their niche: joyous babies in above-the-line advertising, pink packaging and a trusted producer sends out all the chastise connotations; mothers know that the se 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 ignore generic wine competitors. This may have been hear to uccess as Micheal Porter’s Five 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 objective. 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 pursue a new sales growth aim. This is essentially re-positioning a brand.The baby oil and shampoo, it is argued, if soft and tranquilize enough even for babies, then surely new consumers can be attracted to use the product, which mirrors a form of ma rket development. Predictably, more customers equates to more sales and therefore greater revenue; also, by increasing demand Johnson and Johnson can benefit from internal economies of home to reduce average unit costs, which boosts profit margins. But this is easier tell than done: very good marketing was needed to successful reposition their products.Ironically, therefore, the secret behind successful brand re-positioning is not to change the branding to match the new consumer, but change the consumer’s perceived ‘needs’ to match the brand. REFFERENCES 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, August 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 branding Strategy: http://www. brandingstrategyinsider. com/2011/09/how-to-reposition-your-brand-for-higher-meaning. html Levey, C. (n. d. ). Re-positioning: marketing 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. Bachelor Thesis, 139. Ryken, C. (2011,\r\n'