Professional Documents
Culture Documents
Successful Brand
Repositioning
Aspirational vs. Achievable Strategies
Overview
Situation 1:
Situation 2:
Situation 3:
Situation 4:
Situation 1:
Situation 2:
Situation 3:
Situation 4:
Origin M ad e i nd iv i du al ly b y E ur op ea n e ngi ne e rs
Internal M ake s m e f e el pa mpe re d
Reputation Kn own f or i nn ov a tiv e
d es ig n an d p er f o rma nce
External Te ll s o the rs I ' m s ucce ss f ul
Personality I nte ll ig en t,
ath le tic, d ed ic ate d
Perceived Value Ve r y Evolution W il l b eco me
e x pe ns iv e, b ut w or th i t
the le ad er i n hi gh- pe r fo rm an ce
ma chi ne s
Tangibles
Bridges are often best built when they leverage the unique
emo-
tional benefits or identity elements of the brand’s equity that
are
relevant to its customers (see Table 2). Emotional brand
benefits
can provide the most powerful source of brand permission. If
abrand is currently meeting the customer’s emotional needs,
then
extension of that brand into an allied product/service
arena
Personality signals
Caring Professional Contemporary
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