brand positioning and repositioning

brand positioning and repositioning

the matching of a particular BRAND with a selected MARKET SEGMENT(S) which offers good sales potential. This will involve developing a new brand with characteristics which match the identified needs of the segment. Alternatively, an existing brand whose market segment is declining or which is experiencing intense competition may be adapted to target alternative market segments. For example, a company which manufactures shampoo or talcum powder for babies may attempt to market those products to adults. See PRODUCT POSITIONING.

Collins Dictionary of Business, 3rd ed. © 2002, 2005 C Pass, B Lowes, A Pendleton, L Chadwick, D O’Reilly and M Afferson