Repositioning and Branding Concepts

These flashcards cover key concepts related to repositioning strategies and branding.

Positioning

The process of creating a brand identity and communicating a value proposition to consumers.

Repositioning

The act of creating a new or modified brand, company, or product position based on market feedback.

Stealth Positioning

A strategy where a product is associated with a category that consumers embrace to overcome resistance.

Breakaway Positioning

Combining features of products in distinctly different categories to reposition for growth.

Reverse Positioning

Removing expected attributes of a mature product and adding surprising new ones to shift back into a growth phase.

Brand Value

The monetary worth of a brand if it were to be sold or used by another business.

Brand Equity

The value and strength of the brand that determines its worth in the market.

Brand Extension

When a firm uses an established brand name to introduce a new product.

Commodity

A raw material used to produce goods, typically standardized and undifferentiated.

Consumer Behaviour

The study of how individuals make decisions to spend their available resources.

Brand Culture

The values, beliefs, and symbols that define how a company operates and interacts with customers.

Brand Evaluation

The assessment of brand's financial significance, importance in customer perception, and potential earnings.