• Business
  • SEO
    • Content
  • Social Media
  • Branding
  • Ads
  • Others

5 Successful Brand Repositioning Examples

10.3KShares
265.3KViews

If you want to know some brand repositioning examples then you are in the right place. Repositioning is a marketing approach used by firms to modify the perception of their target audience regarding their products or services.

It primarily tackles two aspects of a product or service. That is, what does a target audience think about a product's characteristics and competitors?

As a result, a company considering repositioning focuses on these two factors. Maintaining that relationship with the consumer is one of the most critical things a company should think about while reinventing itself.

Here, the company attempts to change or refresh the marketing mix, brand essence, and brand identity.

What Is Brand Positioning? [With Examples]

COPYRIGHT_MARX: Published on https://marxcommunications.com/brand-repositioning-examples/ by Keith Peterson on 2022-05-21T09:43:10.322Z

Importance Of Repositioning

Survival of a brand with poor placement is difficult for the simple reason that target customers are unable to identify emotions, qualities, feelings, and sentiments with a poorly positioned brand. This emphasizes the need of repositioning.

Furthermore, as the brand, the industry, and the competitors expand over time, repositioning becomes more significant since it allows the brand to occupy a new (and more profitable) place in the thoughts of the customers.

It refreshes clients' perceptions of the brand and offers it a fresh start in the market.

Digital illustrations of mechanical machines fixing and repositioning the word 'BRAND'
Digital illustrations of mechanical machines fixing and repositioning the word 'BRAND'

Top 5 Successful Brand Repositioning Examples

Domino's Pizza

Domino's began to gain a terrible internet reputation for serving "crap pizza," resulting in poor sales results.

In an attempt to overcome their bad image, they modified their recipe and launched a new marketing campaign centered on their "new and better" pizza. With this method, they were able to successfully modify consumers' perceptions of their brand.

Their marketing also took a pleasant and somewhat honest approach, as they effectively stated that their pizza was horrible and vowed to change it.

The Domino's team recovered their brand image with new brand messaging, a renovated logo, and modifications to their delivery locations and website.

Gucci

Gucci has always been a hugely profitable luxury brand. Nonetheless, its initial audience was growing older. The characteristics of the brand that made it appealing to its previously targeted demographic did not appeal to newer generations.

When Marco Bizarre became CEO in 2015, he and creative director Alessandro Michele implemented a new brand repositioning approach that highlighted their Italian history and opulence while adding a contemporary touch.

Building a new focus on Instagram-style communication, a polished-up logo that was front and center on all items, and an empowering position on gender fluidity were all part of their attempts to update the brand. Within the next few years, this strategy catapulted the brand to unprecedented heights of prosperity.

Spotify

Spotify was already a well-positioned brand in the market, but a catastrophe like the COVID-19 epidemic has the potential to change business structures and customer requirements across the board.

The music streaming service seems to have already created the ideal brand to prosper throughout the epidemic. This is due to the fact that it is digital, distant, and provides a much-needed getaway from daily life for stressed or suffering people.

However, the epidemic forced many advertisers to reduce their advertising spending. As a result, Spotify's economic model, which is primarily reliant on advertising income, has deteriorated.

To effectively rebrand the brand, they expanded their focus on original material, such as podcasts and original content, and spent a significant amount of time selecting playlists from internal experts, external experts, AI, and celebrities.

They employed a strategy that positioned the corporation not merely as a music provider, but also as a tastemaker and content developer.

Starbucks

When Howard Schultz became CEO of Starbucks, he positioned the coffee shop as a location for customers to connect on a regular basis. The brand's unique positioning approach was a huge success, launching a global corporation.

However, the fast rise of rival coffee conglomerates and coffee startups made capitalizing on the advantages of this repositioning extremely challenging.

When more than 900 Starbucks locations shuttered as customers sought out more cost-effective options, the company needed to devise an effective brand repositioning plan in order to reclaim its position as an industry giant.

They launched their most intensive marketing effort in business history to restate the quality of their goods and convince consumers that their items were worth the extra expense. The campaign was named "Coffee value and values," and by 2016, the firm had been able to re-establish itself with a record $16 million in yearly revenue.

Taco Bell

We are all familiar with their motto, "Yo Quiero Taco Bell." Initially, the tagline was funny and matched their original corporate identity.

Regardless of their initial success, they opted to shift their story when they suffered declining sales and more competition from other companies.

They began by altering their tagline to "Live Mas," transforming them from a low-cost Mexican food company to a fun meme-centric brand. People's impressions of the brand changed as a result of this rebranding effort.

They updated their logo, tried out new menu items, and created a voice that younger generations could relate to. They also changed their interior design.

Taco Bell became a lifestyle brand as a result of this shift. Taco Bell became more approachable, hilarious, and human as a result of real-time engagement.

People Also Ask

What Is A Successful Rebrand?

Changing your logo is one of the most important rebranding strategies. Using a new logo will notify your customers that your brand's identity has changed. You can make it more streamlined, use different colors, and so on.

Why Do Brands Reposition?

Companies may use repositioning to influence how customers perceive their brands and goods. If designed and implemented properly, the consequence is a revitalized consumer impression, allowing businesses to compete more effectively through differentiation.

When Should You Reposition A Brand?

In general, it is a good idea to consider repositioning when there is a need or opportunity to increase demand for the service. Perhaps sales have slowed, your target market has shrunk, or you've created a new invention that you'd like to incorporate into the product.

Final Words

Rebranding your company may be difficult, especially during a crisis. However, with the help of the above tips, you can confront the problems of rebranding straight on and leave a lasting impact on the business.

I hope these examples help you come up with a concept and a strategy for a successful strategy. Best of luck!

Share: Twitter | Facebook | Linkedin

About The Authors

Keith Peterson

Keith Peterson - I'm an expert IT marketing professional with over 10 years of experience in various Digital Marketing channels such as SEO (search engine optimization), SEM (search engine marketing), SMO (social media optimization), ORM (online reputation management), PPC (Google Adwords, Bing Adwords), Lead Generation, Adwords campaign management, Blogging (Corporate and Personal), and so on. Web development and design are unquestionably another of my passions. In fast-paced, high-pressure environments, I excel as an SEO Executive, SEO Analyst, SR SEO Analyst, team leader, and digital marketing strategist, efficiently managing multiple projects, prioritizing and meeting tight deadlines, analyzing and solving problems.

Recent Articles

  • Pros And Cons Of Starting A Small Business Online While In College

    Business

    Pros And Cons Of Starting A Small Business Online While In College

    Most great entrepreneurs of the last half-century were in their teens or twenties at the time of their achievements.

  • Ted Rubin Teaches You To Be Better At Marketing

    Influencers

    Ted Rubin Teaches You To Be Better At Marketing

    Ted Rubin is a very popular CMO with 516K followers on Twitter who learn from him about growth hacks, how to think of ideas without being distracted, and how to keep a relationship healthy.

  • How To See Who Blocked You On Twitter? Things You Can Try Right Now

    Social Media

    How To See Who Blocked You On Twitter? Things You Can Try Right Now

    Twitter users can change how their feed looks and filter out things they don't want to see. One thing you can do is block someone. If you're not sure how to see who blocked you on Twitter, you've come to the right place.

  • How To Turn Off YouTube Shorts Permanently In Different Ways?

    Social Media

    How To Turn Off YouTube Shorts Permanently In Different Ways?

    YouTube Shorts is one of the newest things on YouTube. How to turn off YouTube shorts? If this question bothers you, you've come to the right place.

  • How To Tag Someone On Twitter? Increase Your Engagement

    Social Media

    How To Tag Someone On Twitter? Increase Your Engagement

    Tags are another way to mention someone in a tweet on Twitter. We all know that Twitter limits the number of characters you can use in a tweet, so tagging is a good way to avoid using up extra text space. If you want to know how to tag someone on Twitter, you are in the right place.

  • Rand Fishkin - Master The Art Of SEO From The Wizard Of MOZ

    Influencers

    Rand Fishkin - Master The Art Of SEO From The Wizard Of MOZ

    Rand Fishkin has a lot to share with the Twittersphere. He was the CEO of MOZ, a well-known SEO platform, and is an entrepreneur.

  • How To Change Twitter Language On Mobile And Desktop?

    Social Media

    How To Change Twitter Language On Mobile And Desktop?

    Depending on where you live, Twitter will be set to a different language by default. If you live in the US, Canada, or the UK, it might be set to English by default. If you want to know how to change Twitter language, you are in the right place.

  • How To Delete Twitter Search Suggestions? Remove Search History

    Social Media

    How To Delete Twitter Search Suggestions? Remove Search History

    Platforms like Twitter keep track of our social media activity around the clock and use our activity history to suggest things like search prompts, products, and people you might know. If you want to know how to delete Twitter search suggestions, you are in the right place.

  • Neil Patel - 6 Lessons To Learn From The SEO Guru

    Influencers

    Neil Patel - 6 Lessons To Learn From The SEO Guru

    Neil Patel is an American business owner, consultant, and digital marketer who is known for his successful blogs, books, and businesses. Neil's success really took off after he wrote The Art of SEO, his first book.

  • How Long Can Twitter Videos Be - Make Every Second Count

  • How To See Recent Followers On Instagram? Check Who Follows You

  • Adam Grant - Lessons And Motivation From The B2B Influencer

  • Does Twitter Show Who Viewed Your Profile And How To Check It?

  • What Does A Marketing Coordinator Do And How Much They Make?