Importance of Positioning and Repositioning for Brands

PROJECT

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
TASK 1............................................................................................................................................3
Relevance and importance of positioning and repositioning.......................................................3
TASK 2............................................................................................................................................4
Positioning Map...........................................................................................................................4
TASK 3............................................................................................................................................5
Two methods of achieving positioning........................................................................................5
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................1

INTRODUCTION
Positioning and repositioning are two strategies that are used by the marketers in order to
place their brand more strongly in the current market and these further assist in developing a
wider market base (Blankson, 2016). In the current report, the importance of positioning as well
as repositioning has been discussed in context of Burberry and further, a position map has been
prepared of the company and its competitors. Lastly, appropriate strategies recommending the
appropriate strategy for brand positioning will be discussed.
MAIN BODY
TASK 1
Relevance and importance of positioning and repositioning
Positioning is related to the process through which the marketers determine what is the
best manner in which the targeted customers can be attracted i.e. what are those pricing and
quality options through which the product can be positioned in the targeted market.
Repositioning on the other hand refers to a major change that is done in the earlier positioning of
the product in the market. Burberry has decided that they will now become an exclusively luxury
store only and reduce its supply to the lower end wholesalers and local retailers. The brands can
utilise various benefits of both positioning and repositioning of brands.
 Understanding the needs of customer: When the product is positioned correctly in the
market, it automatically depicts that the marketers of the company have a good
understanding about the market and various customer needs (Zhang, Lin and Newman,
2016). This also helps in developing a niche segment where targeted customer segment is
small but specialised. This helps in increasing the sales of the company and building
brand trust worthiness amongst its customers.
 Improved Competitive Positioning: When a product is positioned or repositioned, the
main objective behind this is to help the product in gaining competitive advantage over
the competitors of the company. This helps in developing a situation of added benefit for
the company and they are able to develop a broader market and customer base.
 Alignment with the market trends: The positioning and repositioning of the product
ensures that the marketing strategies that have been formulated by the company are in
sync with the latest trends and therefore addresses the current requirement of the market
so that the consumers feel encouraged and motivated to buy the newly positioned