Unsuccessful Repositioning Examples
This article highlights famous examples of failed brand repositioning efforts. For a product to be successively repositioned, the brand perceptions need to be changed. But things will go wrong…
Successful Repositioning Examples
Repositioning a brand is a challenging task and one that should not be undertaken lightly. For a product to be successively repositioned, the brand perceptions – held by the consumers – need to be changed. This article looks at successful real-world repositioning examples.
Brand Association Map for Apple
A brand association map is designed to visually shown the connections to a chosen brand. Here is an example brand association map for Apple.
Review of the iPhone Launch Perceptual Map
At the 2007 launch of the first ever iPhone, Steve Jobs used a perceptual map to highlight the market gap that Apple had identified. But how well was this map used and what could be improved?
New Coke: Designed to Win Back Positioning
This article outlines the initiatives undertaken by Pepsi in the 1970s and early 1980s that effectively repositioned the Coca-Cola brand during the period of the Cola Wars.
Pepsi and Coke Positioning in the Cola Wars
A good example of how to use a perceptual map to reposition a competitor, as undertaken by Pepsi during the Cola Wars
Lots of Example Perceptual Maps
Here you will find 30 examples (plus links to even more) of perceptual maps to give you a good idea of how to construct a perceptual map for marketing purposes.