Brand Re-Positioning

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Term Project: Brand Repositioning
Brand management

10/21/2011
Submitted To: Prof. S. Balasubramanian

Submitted By:
Manali Agarwal 10PGDM026
Monica Dhiman 10PGDM031
Naval Maheshwari 10PGDM033
Rahul Jain 10PGDM040
Rajesh Rai 10PGDM041
Raman Chaudhary 10PGDM042
Lalit Malik 10PGDM024
Shubham Agrawal 10PGDM050

Submitted By:
Manali Agarwal 10PGDM026
Monica Dhiman 10PGDM031
Naval Maheshwari 10PGDM033
Rahul Jain 10PGDM040
Rajesh Rai 10PGDM041
Raman Chaudhary 10PGDM042
Lalit Malik 10PGDM024
Shubham Agrawal 10PGDM050

Table of Contents

Executive Summary:3
Understanding Brand4
Key brand elements4
Criteria for choosing brand elements5
Brand positioning5
Methodology of data collection:6
Analysis of Data:7
Brand Repositioning Pros and Cons:8
Challenges in the path of brand Repositioning:10
Survey conducted to judge the perception of customer due to brand Repositioning14
Conclusions and Recommendation:17
References:20
Appendix21
Some Famous Examples of Brand Repositioning:21
Repositioning of Titan21
Repositioning of Airtel22
Brand Repositioning of Cadbury:24
Brand Repositioning of Magners:27
Brand Repositioning of Philips:28

Executive Summary:
Companies use different names, logos and symbols as their brand image and equity so as to make them easily recognizable and recallable among their customers. They try to position their brand in such a manner so that perception created by it in the minds of customers should synchronize with the product offering of company. However with the passage of time companies tend to reposition their brand because of several factors and they need to undergo the very lengthy and expensive process of brand repositioning. Through this term project we try to study various reasons which force companies to do brand repositioning and its aftermath consequences. It also consists of various recent examples of brand repositioning done by some famous companies. To study all this we study interviews given by various industry experts, high officials and top executives of various big companies. Apart from that a small survey was done to analyze the change in the perception of the customers due to brand repositioning exercise. In-depth study of data collected by above methodology leads us to the conclusion that the main reason of brand repositioning for various companies is changes in the customer preferences over time. The main pros are increase in the market share, increase value proposition of company’s product where as the cons can go as worst as shun away all the existing customers of the brands. Understanding Brand

Brand as a "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. Brand is an accumulation of emotional and functional associations. Brand is a promise that the product will perform as per customer’s expectations. A strong brand is a means of making people aware of what the company represents and what its offerings are. Key brand elements

* Brand name : It is required for brand recall and brand association * Logos & Symbols: Visual nature of logos and Symbols aids in easy recall and recognition. * Characters: It means assigning human or real life characteristics. It helps in enhancing brand personality and building brand relationships. * Slogans & jingles: I help in attracting attention, breaking through the clutter in the market and in communicating key product benefits. * Packaging & Signage: It helps in conveying the relevant information. It also helps in product transportation, protection and storage

Criteria for choosing brand elements
Elements should select such that:
* They are easily recognizable, easily recallable
* They should be descriptive as well as persuasive
* They should be aesthetically persuasive
Brand positioning
Positioning has come to mean the process by which marketers...
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