For example, Burberry was once considered an outdated brand and associated with a "streetwear" image instead of a luxury brand. They repositioned themselves by changing their product and communication strategies and aiming for a more elegant and luxurious fashion style.
2. When target customers change their consumer behavior If a business finds that loyal customers are drifting away from the brand or are no longer engaging as before, it is possible that the brand's products/services and approach are no longer relevant to them.
For example, Coca-Cola once launched “New Coke” to catch up with the new trend of young people but met with negative reactions. After that, they returned to the old formula and built a marketing strategy that better suited the tastes of customers.
3. When competitors dominate the market brazil telegram data In a highly competitive market, if businesses do not update their brand strategy, they may lose market share to competitors. For example, Pepsi has repositioned its brand several times to compete with Coca-Cola, from changing its packaging, advertising campaigns to reaching out to younger customers through digital platforms.
4. When a business expands or changes its business model As a business expands into new markets, launches new product lines, or changes its business direction, with long-term goals. For example, but has since repositioned itself as a multi-industry e-commerce giant, offering everything from electronics, food, to cloud computing services (AWS).