Research On Brand Repositioning

Brand positioning is getting some place in the customers' mind, and understanding the customers' thought model is very important in brand positioning decision. The core thought is "positioning doesn't focus on the product, but on the customers' mind".A recently marketing research in USA shows that: the brand value is almost decided by brand positioning. The research considers that the impact degree of the brand positioning, the brand identifying and the brand authority on the brand value are 39%, 36%, and 24%. The research concludes that whether the positioning can deliver the information of the product, the brand's special character and the brand image to the customer accurately or not is very important to the brand's market competition.Some researcher considered that the brand positioning is the axis of the brand marketing. For example, David A· Asker, Harms Busmess college of Berkley school in California, referred that: without the positioning, the brand is just like the boat without tiller.The brand positioning must develop following the environment and time. In the producer of the development of the enterprise, the company may face to the new market environment and the customers of different cultural and different social background. The first positioning may be outdated, so the repositioning can have some effects on the new market decision. Facing the competition of industry leaders of industry followers, the new repositioning is the important way to enhance the core competition of the enterprise. In this mean, the brand repositioning has very important value and significance.The main research content of the thesis are follow: (1) the essence of the brand repositioning; (2) the reason and the risk of the brand repositioning; (3) the development estimating of the brand positioning; (4) trying to get the support of the related theory;(5) analyzing the strategy, the tool and the producer of the brand repositioning.