Kendra_Chp2

Repositioning

In chapter 2 there was a section that talked about positioning strategies and the last strategy the book talked about was Repositioning strategies. Repositioning means altering or changing a product's or brand's position. It usually happens when sales decline or because of other opportunities in other market positions. The book gave a lot of examples like Gatorade, JC Penny's, and MTV. The link I posted below talks about how MTV repositioned their brand in 2010 by changing their logo after 30 years by dropping the part of the logo that said Music Television. MTV was always known as a music channel but after they premiered multiple reality shows such as The Hills and Jersey Shore, they started to go more into a reality show channel rather than a music channel. They knew being just a music channel wasn't relating to their viewers and needed a change in their brand.

http://www.rollingstone.com/music/news/mtv-removes-music-television-from-iconic-logo-20100209