Turning the Page: Exploring Recent Brand Repositioning Journeys

In the ever-evolving landscape of business, brands often find themselves at a crossroads, necessitating a strategic shift in their positioning to stay relevant and capture new market opportunities. Brand positioning, the art of crafting a distinct image in consumers’ minds, plays a pivotal role in shaping customer perceptions and driving business success. This blog delves into the recent brand repositioning endeavors of Air India, Fanta, Pepsi, and Meesho, shedding light on their strategies, motivations, and outcomes.

Brand Positioning

Understanding Brand Positioning:

Brand positioning encapsulates the unique place a brand occupies in the minds of its customers. It goes beyond mere product features and delves into the emotions, values, and promises a brand brings to its audience. Effective brand positioning distinguishes a brand from its competitors and lays the foundation for consumer loyalty.

Brand Repositioning Strategies:

The decision to embark on a brand repositioning journey often arises from shifts in consumer preferences, market dynamics, or technological advancements. Air India, for instance, recognized the need to rejuvenate its image in the highly competitive airline industry. Fanta, Pepsi, and Meesho also realized the significance of evolving with changing customer expectations.

Types of Brand Repositioning:

Brands can undertake various types of repositioning strategies. Some choose to reframe their identity about competitors, while others focus on reshaping their brand values. In the case of Meesho, a leading social commerce platform, the emphasis was on highlighting its role in empowering small businesses and entrepreneurs.

Brand repositioning is a strategic marketing process that involves changing the perception of a brand in the minds of consumers. It’s done to adapt to evolving market trends, reach new target audiences, or refresh the brand’s image.

1. Market Repositioning:

Involves targeting a new market segment for the brand’s existing products or services. This can entail adjusting the marketing message and brand identity to appeal to a different group of consumers.

2. Product Repositioning:

Focuses on changing the way a particular product or service is perceived. This might involve highlighting different features, benefits, or use cases to attract a different audience.

3. Price Repositioning:

This type involves changing the pricing strategy of a brand’s products or services. It could mean moving from a premium pricing strategy to a more affordable one, or vice versa.

4. Competitor Repositioning:

Involves differentiating the brand from its competitors by emphasizing unique qualities or benefits. This could be about highlighting superiority in terms of quality, innovation, or customer service.

5. Cultural Repositioning:

Brands might adjust their positioning to align with changing cultural trends and societal values. This can help them stay relevant and resonate with consumers who value social responsibility and ethical practices.

6. Emotional Repositioning:

Brands might focus on evoking different emotions in consumers by altering their brand messaging and imagery. This can help the brand connect with customers on a more personal level.

7. Usage Repositioning:

Involves expanding the perceived usage occasions of a product. This can help the brand reach new customer segments who might not have considered the product for those particular use cases before.

8. Channel Repositioning:

Brands can reposition themselves by changing the distribution channels through which they sell their products. This can involve moving from traditional retail to e-commerce, for instance.

9. Image Repositioning:

This type focuses on altering the overall perception of the brand. It might involve a complete makeover of the brand’s visual identity, messaging, and associations.

10. Geographical Repositioning:

Brands might choose to reposition themselves when entering new geographic markets. This can involve adapting to the cultural preferences and market conditions of the new region.

11. Quality Repositioning:

If a brand wants to enhance its reputation for quality, it might reposition itself by improving product quality, customer service, and overall consumer experience.

12. Niche Repositioning:

Brands can successfully target a specific niche market that’s not currently being served effectively. This involves tailoring the brand’s offerings and messaging to meet the unique needs of that niche.

Importance of Brand Repositioning:

The importance of brand repositioning cannot be overstated. It allows brands to remain relevant, address new market segments, and rejuvenate their appeal. In the fast-paced world of marketing, stagnation often leads to obsolescence. Air India’s repositioning, for instance, aimed to regain its status as the preferred choice for air travel. Its logo changed to show its upcoming merging with Vistara, both owned by Tata Sons whose aim is to elevate the flying experience for Indians.

Brand Relaunch Strategy:

A brand relaunch is a crucial component of the repositioning process. It involves introducing the refined brand identity to the market in a way that captures attention and generates enthusiasm. Pepsi’s memorable brand relaunch campaigns are a testament to the power of well-executed strategies that resonate with consumers.


In a dynamic business environment, brand positioning is not static; it’s an ongoing journey. The stories of Air India, Fanta, Pepsi, and Meesho showcase the significance of adapting to change while staying true to core values. As these brands continue to evolve and connect with consumers in new ways, their repositioning journeys serve as valuable lessons for any business looking to turn the page and embark on a path to sustained success.