Brand Repositioning

Case Study Brand Repositioning Client: Paragon Technologies

Brand Repositioning in the B2B world is often about repositioning the corporate brand. Where brand repositioning is different from corporate repositioning is when brand repositioning is focused on B2B products or services that can largely travel independently from their corporate owners.

An independent brand is something that can stand on its own. Strong brands don’t rely on their corporate owners for credibility. For example, as a consumer, does it matter to you whether Tide is owned by Proctor & Gamble or by Unilever?

In the business-to-business world, most brands are really corporate brands. Even if you have a branded product line or service line, it’s the reputation of the company behind it that carries the weight. That’s because business-to-business purchasers’ brand associations relate more to the company and the relationships they have with it, than to the company’s product or service lines.

When you come across true non-corporate brands in the business-to-business marketplace, most of them have their origin as the result of an acquisition of another company, the anticipated or desired spin-off of a division, or a product or service line not so closely related to the historical operations of the corporate owner.

The goal of a truly independent business-to-business brand is to build brand equity, to increase the value of the brand. And that value is driven by focus, differentiation, and broad relevance. You want the brand to continue to grow in strength and independence from its corporate owner. That’s where the value and the ability to transfer (sell) that value lies.

We help clients refine and reposition business-to-business brands to maximize brand equity and apparent self-sufficiency from corporate ownership, thereby strengthening brand propositions and driving profitable, sustainable growth.

Whether you have a truly independent business-to-business brand or primarily a corporate brand, we can help you reposition the brand to compete more effectively, to earn greater margins, and to win business more easily.

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