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As we can see from the past and current situation, the marketplace is always changing and not just about purchasing and buying between consumers and sellers. More and more firms begin to concentrate on creating a positive image for a product. A firm can choose several positioning strategies, including strengthening the current position, repositioning or try to reposition the competition. (Hartline,2005) Brand repositioning is one of the most effective ways for a firm to solve tough situation. A firm should reposition its brand under the following four circumstances: when the first position is wrong, when there is strong competition in the marketplace, when the target consumer is to be changed, and to rebuild a brand’s personality.
Every firm knows that “Positioning” is one of the most important steps for itself. But what is “Positioning”? Marshall (2006,p.213) states that “positioning is developing a marketing strategy aimed at influencing how a particular market......

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Approximate Word Count: 1378
Approximate Pages: 6 (250 words per double-spaced page)

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