Discussion on Brand Repositioning

Brand repositioning entails the strategy employed by the organization to change the consumer’s perception of the products and services offered. Some of the brands that have recently been repositioned include the following. First, Tata Chemical is an Indian company that markets Tata Salts. The product is among the top five fast-moving consumer goods. In recent years, Tata Chemicals repositioned its brand to Desh ka namak meaning Salt of the country (Temporal, 2012). The repositioning has been successful because of the brand’s personality. The personality traits that are reflected in Tata Chemical include reliability, trustworthiness, and innovativeness. The company repositioned itself because it wanted to transform a rational product into one that will emotionally bond the consumers (Temporal, 2012). Similarly, the company wanted to launch its brand globally. It began by launching the brand in countries with larger Indian population.

Second, with Burberry brand, many considered the brand as a gang wear, but the company has repositioned the brand to one of the hottest fashion labels. Currently, the brand has a mixture of modern and classic looks (Aquino, 2011). The implementation of the repositioning strategy was successful because the company introduced new leadership and savvy product design. The reason for the repositioning of the brand was to adapt to the current styles and making the heritage of the brand relevant to the current generation. Third, UPS (United Parcel Service) is one of the companies that repositioned its brand. The company changed its slogan from moving at the speed of business to what can brown do for you (Aquino, 2011). The reason for repositioning of the brand was the need for the company to compete in the market and the emergence and growth of e-commerce.

Topic 2: Discussion on Pricing Strategies

The discussion will entail providing a critique of the article “Competitive Hotel Pricing in Europe: An Exploration of Strategic Positioning” by Enzi, Canina and Van der Rest. The article provides a detailed analysis of the impact of competitor pricing levels on the relative revenue on a given sample of hotels in Europe. The data from the study concludes that hotels that offer average daily rates above what the competitors offer benefit by gaining higher relative revenue (Enz, Canina, & van der Rest, 2015). The article tries to argue about the organization’s strategic approach to pricing. The article provides a vivid explanation of strategic price position and fluctuating price strategy. In situations when an organization employs the strategy of maintaining a consistent relative price over a certain period, the outcome would have a positive effect on its revenue performance. On the other hand, with the price fluctuation strategy, the decision would diminish the revenue performance of the organization (Enz, Canina, & van der Rest, 2015).

For the case of small and medium size firms, they can learn a lot about the advantage of maintaining consistent pricing strategy over employing price fluctuation. Similarly, they will learn the key variables that include strategic price positioning and price fluctuation that will help them understand the long-term performance of their organizations. With strategic price positioning, when a firm sets its prices higher than what its competitors offer, and with the demand virtually remaining the same, it is likely that the firm will experience higher revenue (Enz, Canina, & van der Rest, 2015). Similarly, when the firm sets lower prices relative to the competitors, increase in the number of customers will result in higher revenue. Contrary, fluctuating price strategy will reduce the revenue because price variability will affect the customer’s risk and perception of the brand.



Aquino, J. (2011). The 10 Most Successful Rebranding Campaigns Ever. Retrieved July 15, 2016, from http://www.businessinsider.com/10-most-successful-rebranding-campaigns-2011-2#

Enz, C. A., Canina, L., & van der Rest, J.-P. (2015). Competitive hotel pricing in Europe: An exploration of strategic positioning. Cornell Hospitality Report, 15(2), 6-16.

Temporal, P. (2012). Asia’s star brands. John Wiley & Sons.