Establishing Effective Repositioning Communications in a Competitive Marketplace

Brand positioning is one of the most important parts of marketing.It's quite important to define right position of the product in competitive marketplace.Because it effects consumers' purchase intentions directly.Generally,one or two attributes that differ the focal product from the competitors are emphasized in product positioning.Positioning strategy must construct a strong linkage between the brand and its attribute in the market.
In current competitive market,products can be developed easily because of high competition and technology.As a result, consumers' desicions are being changed frequently.In this situation firms must renew and enhance their products to keep their competitive position and set brand loyalty.That makes repositioning strategies important because it's quite essential to establish a strong linkage between the brand name and its new positioning attribute and weakening the linkage with old positioning.And the repositioning strategy mustn't be product oriented but consumer oriented.
For achiving successful repositioning,it's not enough to repeat new positioning frequently via advertisements because that will accomplish only the purpose of learning new position.But for successful repositioning it is also essential weakening the old position in consumers' minds so that it is suggested taking advantage of competitive advertisement by choosing a competitor that has the similar attribute with the focal brand's old positioning.For example,the focal brand can arrange new positioning advertisements considering the competitive brand's approximate advertising schedule that is also linked to the old positioning attribute.Thus,focal brand's new position infomation will be given in ad and its old position will be linked with the competitive brand.So, it will be easier to replace the new position of the product in consumers' memories.
If successful repositioing can be achieved the brand will be stronger and preferable in consumers' perceptions and on purchase intentions.

INDIVIDUAL MIDTERM SUMMERIZE
Esra SOKULLU
107672014

Referance:Journal of Marketing Communications
Vol.13 No.4 December 2007