An Exploration of Repositioning Strategy and its Efficacy on Brand Growth.

摘要

Strategic repositioning failures are on the rise, as many senior executives and marketing managers face the dilemma of how to enhance brand growth, anticipate change, and understand consumer perception. The purpose of this qualitative article analysis and focus group research was to explore repositioning strategy efficacy on brand growth. Data included a focus group with 12 marketing professors who lived in the United States, as well as an analysis of 112 peer-reviewed journal articles, case studies, archival documents, and reports. The 3 conceptual framework included schema theory, general recognition theory, and categorization theory. Repositioning strategy factors that strengthen or hinder brand growth were examined. Three important successful repositioning factors summarized from the article analysis data included: (a) psychological repositioning, (b) brand update, and (c) gradual repositioning. Misalignment, historic factors, and human misconceptions constitute the most important factors that hinder successful strategic endeavors. The data from this study provided insight into small, medium, and large organizations whose leaders may desire information on repositioning and brand positioning strategies. Data analysis revealed that knowledge of consumer needs and perception is important for brand and marketing managers strategizing on an organization's growth. Social implications of this study include empowerment of organization leaders, brand managers, and marketing professionals with skills and knowledge needed to solve consumer perceptual process, brand management, relevant brand attributes, repositioning approaches, and dynamic environment issues.