Define: Repositioning
Repositioning
A strategy that aims to enhance the value of an offering by shifting the key differentiators in an effort to change customers’ perceptions of an existing brand, product or service.
This week’s term:
Brand Identity Misalignment: Presenting a brand identity that does not reflect the strategic intent of the brand strategy. This often results in ineffective tactical decisions that damage both brand equity and brand value.
See: Brand Image Map
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