Declining profitability, declining share, shift in consumer dynamics are some of the signs of low brand strength.

Reasons could be external or internal, more often than not it is seen to be more of the former. Change in consumer need state, price pressure, competitive pressure or all of them, or simply it could be part of the expansion strategy. Whatever the reason it demands a re look at the brand foundations.

Re positioning is the result of this reexamination of current state and strategy of the brand.

This strategic option would require investment in time and resources and effort, not to mention patience.

• A brand performance assessment and diagnosis
• Repositioning exercise, which is practically similar to the brand development module detailed out earlier.

The objective of the repositioning exercise will dictate the scope and extent of application of the modules