brand repositioning
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1. concept
1.1. changing the brand status
1.2. Changing the company's message
1.3. Changing customer relations
1.4. still maintain its identity
2. reasons
2.1. arget a different audience
2.2. Updat the product or service
2.3. compete with other brands
2.4. Lower sales figures
2.5. Support strategic change
3. Scope
3.1. Included
3.2. Excluded
4. benefits
4.1. Refocusing on the target market
4.2. Bigger competitive advantage
4.3. Revitalizing the brand
5. Brand repositioning strategy
5.1. analyze brand former position
5.1.1. What is the market position of your brand?
5.1.2. Who is the brand targeting?
5.1.3. What are its strengths and weaknesses, opportunities and threats？
5.1.4. What product quality does the brand represent?
5.1.5. Who are the main competitors of the brand?
5.1.6. Who is its target audience?
5.2. Re- establish brand unique value proposition
5.3. image repositioning
5.3.1. tangible repositioning
5.3.1.1. intangible repositioning