Repositioning
A deliberate change of the position a brand holds in buyers' minds.
What it is
Consumer Behaviour by Cathy M. Neal, Pascale G. Quester and Del I. Hawkins treats it as a decision to be made with evidence on how buyers currently see the brand. On this site it is read alongside Brand Image and Positioning, Perceptual Mapping and Points of Parity and Difference.
In effect
The invented workshop moves from racing machines to commuter reliability while keeping its wait-while-you-watch service.
What it does not say
It is not the same thing as Brand Image and Positioning, which sits close to it on this site but describes a different part of how people decide. It also does not say that the finding reaches every product, buyer or setting; where this page goes beyond the cited research, the step is an inference and is labelled as one.
Sources
- See the article listed above for the work this page draws on.