For 54% of consumers, the set of identity elements of a brand, howmessage, values and visual identity, is decisive at the time of purchase, as pointed out by a study conducted by the platform Guide to the Best
A brand repositioning is a valuable tool, but it needs to be conducted withcare is anchored in a strategic planning.
But why and when to reposition a brand? The process happens because, while they grow, brands and companies go through differentmoments of reflectionabout theguidelines that shape your identityOf these reflections, not rare, they are bornrepositioning actions – a movement that requires a good dose of self-awareness and an open mindset for operational changes, ideological and significant visual
According to studies from theconsumer neuroscience, established brands activate areas of the brain related toaffective memory and the sense of belonging.
When it comes to a new name, the change needs to be made with a strategic focus to support the transition, sometimes, taking years for consumers to understand the change andthe new brand consolidates.
