The effect of brand repositioning strategies on market share: A case study of a legacy brand in Kaduna, Nigeria.
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- NGN 5000
Background of the study:
Brand repositioning involves redefining a brand's image to better align with changing market trends and consumer expectations. Legacy brands in Kaduna are increasingly turning to repositioning strategies—through product innovation, refreshed visual identities, and updated messaging—to regain competitive momentum and increase market share. This study explores how these strategic changes can alter consumer perceptions, drive renewed interest, and ultimately expand a brand’s market presence (Suleiman, 2023; Adeniyi, 2024). The research delves into the process of repositioning, from market analysis to the implementation of new marketing tactics, and examines the critical role of communication in conveying the new brand narrative. It also discusses the potential challenges such as customer resistance and internal inertia that legacy brands may encounter during repositioning efforts.
Statement of the problem:
Legacy brands in Kaduna face declining market share due to outdated brand images that no longer resonate with modern consumers. Although repositioning strategies offer a pathway to revitalization, many brands encounter challenges in effectively implementing these changes, resulting in limited improvements in market performance. This study aims to evaluate the impact of repositioning efforts on market share and identify key obstacles to successful brand transformation (Adeniyi, 2024).
Objectives of the study:
To assess the impact of brand repositioning on market share.
To identify challenges faced during the repositioning process.
To recommend strategies for successful brand transformation.
Research questions:
How does brand repositioning affect market share for legacy brands?
What challenges hinder effective brand repositioning?
What strategies can enhance the success of repositioning initiatives?
Significance of the study:
This study is significant as it provides actionable insights for legacy brands seeking to reposition themselves in competitive markets. The findings will help companies in Kaduna develop effective repositioning strategies that align with consumer expectations and drive market share growth (Suleiman, 2023; Adeniyi, 2024).
Scope and limitations of the study:
This study is limited to evaluating brand repositioning strategies for a legacy brand in Kaduna.
Definitions of terms:
Brand repositioning: The process of changing a brand's image and market position.
Market share: The portion of total sales in a market captured by a brand.
Legacy brand: An established brand with a long market presence.
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