Before positioning companies has to do segmentation and targeting.
Segmentation is dividing the market into segments upon some set of criteria and evaluating the profitability of each segment
Targeting is selecting one or more segments and going after them
Positioning is how do you want your brand to be considered by consumers when compared to other competing brands. Positioning is based on product features such as color, price, fluffiness, quality of service, innovative approach, etc.
Re-positioning is when you want your brand to be considered/associated with different features. For example, KIA cars has repositioned themselves from being some brand into being a cool brand .. Cadillac has repositioned themselves from being classical car for the rich and old into more affordable elegant car … Oldsmobile has tried to reposition themselves as "not your father’s car" but it was unsuccessful repositioning.
Re-positioning is quite lot more difficult and expensive compared to initial positioning.
You know the saying ‘only one chance to make first impression’ also applies to the world of branding.
Best Regards.
Before positioning companies has to do segmentation and targeting.
Segmentation is dividing the market into segments upon some set of criteria and evaluating the profitability of each segment
Targeting is selecting one or more segments and going after them
Positioning is how do you want your brand to be considered by consumers when compared to other competing brands. Positioning is based on product features such as color, price, fluffiness, quality of service, innovative approach, etc.
Re-positioning is when you want your brand to be considered/associated with different features. For example, KIA cars has repositioned themselves from being some brand into being a cool brand .. Cadillac has repositioned themselves from being classical car for the rich and old into more affordable elegant car … Oldsmobile has tried to reposition themselves as "not your father’s car" but it was unsuccessful repositioning.
Re-positioning is quite lot more difficult and expensive compared to initial positioning.
You know the saying ‘only one chance to make first impression’ also applies to the world of branding.
Best Regards.
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