Brand positioning to the decision-making

Brand positioning to the decision-making is a brand in the market, the initial location may be appropriate, successful, but later the companies may have to re-position. There are many reasons for, such as competitors may be following the corporate brand after the launch of his brand, and cut their market share, customer preferences will be transferred to the corporate brand of reduced demand, or the company decided to enter the new market segments.

In making the decision-making brand re-positioning, the first consideration should be given to transfer to another brand market segments by the cost, including changes in product quality costs, packaging costs and advertising costs. In general, the re-positioning of the span is, the higher the cost. Second, we must consider the brand positioning in a new location after the possible gains. Revenue size is determined by the following factors: a target market of consumers number of consumers to buy the average rate in the same market segment the number and strength of competitors and the market segments in the re-positioning for the brand to pay Price.

"Qixi" the brand repositioning is a typical example of the success. Qixi drink that many soft drinks in one, the survey showed that the main buyers are the elderly, they are asked to drink and a small irritation lemon flavor. Qixi company to a clever move, carried out a remarkable event, advertised himself as the production of non-cola drinks to get the non-cola drinks market leading position.