Generic Brand Repositioning Strategies 1. Image repositioning. 2. Product repositioning. 3. Intangible repositioning. 4. Tangible repositioning.

1. MUHAMMAD HASRATH

2. Brand repositioning
Brand repositioning is when a company changes
the brand's status in the marketplace.
This typically includes changes to the marketing
mix, the product, place, price and promotion.
Repositioning is done to keep up with consumer
wants and needs.

3. Brand repositioning strategies
The generic repositioning strategies discuss the
following ways by which organizations can
attempt to reposition themselves:
(a) Image repositioning
(b) Product repositioning
(c) Intangible repositioning
(d) Tangible repositioning

4. Image repositioning
When the same product of an organization is
launched again in the same market it is termed
as repositioning. The idea is to change the image
of the organization, so that it is perceived
favourably by the target audience.

5. Product repositioning
Targeting the same market with a different product is
called as product repositioning. This is done to make the
product more relevant and attractive to the current
target market. Most of the organizations come out with
product modifications and newer variants to attract
customers.

6. Intangible repositioning
When the same product is launched for a
different target market, it is called as intangible
repositioning. The company is able to locate a
segment which has requirements similar to the
requirements of the segments it is serving. The
company retains its value proposition and offers
it to new segments.

7. Tangible repositioning
When a new product is launched for a different
target market, it is termed as tangible
repositioning. Both product and target market
are changed. A company may decide to move up
or down a market by introducing a new range of
products to meet the needs of the new target
customer.