Study on repositioning

Abstract

Product communication tends to be over rationalized and the consumers find it difficult to distinguish between insistently repetitive claims. A greater awareness of the social and psychological nature of the product itself is required to create a discerning difference for the brand and create a unique identity for it (Gardner and Levy, 1955).Positioning is the space occupied by the brand in the mind of the consumer. Positioning strategies are consistent and include strengthening the current associations and position, trying to occupy an unoccupied position and de-position or re-position the competition in the customer’s mind (Trout and Ries, 1982). Apart from conventional positioning based on the compelling points of difference, features common with competing brands and the frame of reference within which the brand is judged are to be considered. Strategies like deepening the meanings associated with the brand or gradually bringing a new benefit into focus ensure that the product stays up-to-date with customer’s changing needs (Keller, Sternthal and Tybout, 2002). While the relationship between a brand’s concept and its image should be maintained throughout the life of the brand, the positioning strategies that a brand should adopt for each of the management stages should constantly be adapted to remain relevant to the consumer. This allows for the positioning and re-positioning efforts to work coherently and build a core personality for the brand while creating a sustainable competitive advantage to the company (Park, Jawroski and Maclnnis, 2002). Similar approach to the PLC has led to companies adopting similar positioning approaches for products and services during each of the life cycle’s stages. This phenomenon can be avoided by positioning or repositioning the products in unexpected ways (Reverse positioning, Breakaway positioning and Stealth positioning)which helps companies rescue products floundering in the maturity phase of their life cycles and return them to the growth phase (Moon, 2005). Brand functionality and symbolism are two distinct concepts in a consumer’s mind and not the two ends of a continuum. But they are seen as separate phenomena and hence, it is possible to position a brand that has various concepts and yet is successful. The associations representing the various concepts should however fit well to avoid confusion (Bhat & Reddy, 1998). An understanding of the degree to which a product is perceived to be a member of a category is important for decisions like gives the ability to assess membership of a product across multiple categories which in turn can be used as a reference for positioning and repositioning, co-branding, brand extensions etc. The market leader’ typicality in the overall category can be assessed and suitable affiliation/differentiation strategies can be adopted (Viswanathan & Childers, 1999). Managers can identify the key elements of a brand's meaning for purposes of extension and to understand what the brand cannot be, in the mind of potential buyers using a “hierarchical categorization" (HCAT) research procedure. This acts as a direction to brand extensions, repositioning attempts, identification of critical attributes and segmentation based on brand meaning (Oakenfull & Gillian, 2000). Marketers have two positioning options: Specific Vs Non-specific. As we go from the consumer wants of Problem solution, Problem prevention, Stable state maintenance, Exploratory interest to Sensory enjoyment, the extent to which the positioning can be non-specific increases. Specific positioning is also used in two special cases of wants: Conflict resolution and Frustration satisfaction (Fennell, 1978). Advertising effectiveness is influenced to a great degree by the customers’ attitudes towards advertising as a whole. Emotions are extensively been used in ads. As a result, a measurement system needs to be put in place for studying use of emotions in ads. Also, advertisers should know exactly how to deploy emotional advertising content (Zeitlin & Westwood, 1986). A target attribute is more likely to be recalled and non-target attributes were less likely to be recalled when the target attribute is prominent in the advertisement than when it was not prominent. Also, a target attribute is more likely to affect brand evaluation when it is prominent and the evaluator is familiar with the product, regardless of the individual’s processing task upon exposure (Gardner, 1983).