The recent criticism of the new identity for Jaguar has focused attention on when repositioning of a brand is necessary and effective. The positioning of a brand is defined by the psychological space the brand occupies in the minds of consumers: the unique identity of the brand in terms of what it is (and is not), what value it provides, and how it differs from competitors. Good positioning, which is only partially under the control…
When To Change A Brand: Reposition, Refresh, Or Rebrand
December 5, 2024