How and why do a new brand positioning?

For 54% of consumers, the set of identity elements of a brand, such as message, values and visual identity, It is decisive at the time of purchase, as pointed out by a study conducted by the platform Guia dos Melhores.

A brand repositioning is a valuable tool, but it needs to be conducted with care and anchored in a strategic planning. 

But why and when reposition a brand?The process happens because, as they grow, brands and companies go through different moments of reflection about them guidelines that form your identity. From these reflections, often, are born repositioning actions ''A movement that requires a good deal of self-knowledge and an open mindset for significant operational, ideological and visual changes.

According to studies by neuroscience of consumptionestablished marks activate brain areas related to affective memory and sense of belonging.

When it comes to a new name, change needs to be made with a strategic focus to sustain the transition, sometimes taking years for consumers to understand the change and the new brand is consolidated.