文档介绍：Marketing Practice
essful Brand
Repositioning
Aspirational vs. Achievable Strategies
Overview
Many marketers are rethinking their brand’s positioning
petitive pressures, new channels, and changing
customer needs have eroded their brands’ positions of
strength. However, increased marketing expenditures to
reposition brands often fail to produce any improvements
in either overall image or market share. Our experience
has shown panies should focus on achievable
rather than aspirational positioning, and that three steps
can help ensure ess:
1. Ensure relevance to a customer’s frame of reference.
I Be fully aware of the brand’s “frame of reference” so that a
repositioning strategy will resonate with customers.
I Look at bination of customers’ attitudes and the
situations in which the brand is used to obtain the most
powerful customer insights.
2. Secure the customer’s “permission” for the positioning.
I Recognize that permission amounts to a reasonable and
logical extension of the brand in the customer’s eyes.
I Leverage a brand’s unique emotional benefits to carry customers
from their current brand perception to the intended one.
3. Deliver on the brand’s new promise.
I Identify the pathway of performance “signals” that will
convince customers of the new brand positioning.
I Develop product/service programs to ensure consistent
performance on these signals.
I Track and assess performance against customer signals
prior to launching the new positioning.
I Adopt an “interim positioning” to establish brand
credibility and performance.
McKinsey Marketing Solutions 1
An array of factors is requiring marketers today to
rethink their brand positioning. Changing customer needs
are often eroding the brand’s established position. At the
same time, petitive pressures created by
new entrants and product innovations, and the prolifera-
tion of new channels and promotional campaigns, are
driving mar