This article highlights famous examples of failed brand repositioning efforts. For a product to be successively repositioned, the brand perceptions need to be changed. But things will go wrong…
Repositioning a brand is a challenging task and one that should not be undertaken lightly. For a product to be successively repositioned, the brand perceptions – held by the consumers – need to be changed. This article looks at successful real-world repositioning examples.
A brand association map is designed to visually shown the connections to a chosen brand. Here is an example brand association map for Apple.
At the 2007 launch of the first ever iPhone, Steve Jobs used a perceptual map to highlight the market gap that Apple had identified. But how well was this map used and what could be improved?
This article outlines the initiatives undertaken by Pepsi in the 1970s and early 1980s that effectively repositioned the Coca-Cola brand during the period of the Cola Wars.
A good example of how to use a perceptual map to reposition a competitor, as undertaken by Pepsi during the Cola Wars
Here you will find 30 examples (plus links to even more) of perceptual maps to give you a good idea of how to construct a perceptual map for marketing purposes.