Repositioning/Brand Relaunch
A repositioning is like a restart of a brand. It gives the brand a new strategic orientation with the aim of gaining new target groups, fresh associations and a changed meaning.
The aim of a repositioning
During a repositioning – also called a brand relaunch – the brand is charged with fresh energy by means of a revised or completely new brand strategy. These changes are made to gear the brand positioning more directly toward a certain goal or a specific target group. One important requirement: Even a new positioning must always be based on the peak performances a company delivers.
When is a repositioning necessary?
If brand attractiveness is declining consistently or if the current positioning is not sustainable, the consequences can be dire: examples are crumbling sales and dwindling competitiveness. A restart is unavoidable. In this situation, the question is whether the brand might even need a rebranding rather than a brand relaunch.
What to be aware of before doing a brand relaunch
The strategically redeveloped positioning plays an important part because it helps to extend the life cycle of a brand. It must be credible, attractive, superior to the competition and therefore sustainable.
It provides new opportunities, but also harbors risks, and the impact of those risks must be considered. Hence, it is extremely important from a brand strategic point of view that the brand core, which is what gives a brand its unmistakable identity, is a central point of focus during the entire relaunch.
Probably one of the most famous success stories is the brand Jägermeister. The herb liquor was known as a traditional brand that was often consumed in bourgeois circles. But because the brand was not continuously updated, Jägermeister was steadily losing attractiveness, the brand was about to become outdated. After a successful rejuvenating repositioning, Jägermeister has become established as a cult drink in the event scene.