The effect of product positioning adjustments on brand perception: A study of a legacy brand in Kaduna
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Background of the study
Product positioning is the process of establishing a brand's unique identity in the consumer's mind. Legacy brands often need to adjust their positioning to remain relevant in dynamic markets. In Kaduna, a well-known legacy brand has recently undertaken positioning adjustments by updating its messaging, visual identity, and market strategies to better align with contemporary consumer preferences (Adeleke, 2023). These adjustments aim to shift consumer perceptions, enhance brand attractiveness, and improve competitive positioning (Ogunyemi, 2024). Research indicates that effective positioning can revitalize legacy brands, leading to improved market performance and increased consumer loyalty (Chukwu, 2025). However, the effectiveness of positioning adjustments on altering long-standing consumer perceptions remains underexplored, particularly in emerging markets. This study investigates how adjustments in product positioning affect brand perception, assessing changes in consumer attitudes, brand relevance, and competitive differentiation.
Statement of the problem
Although the legacy brand has implemented product positioning adjustments, the extent to which these changes have improved consumer perceptions is not well established. Long-standing associations with the brand’s previous identity may persist, undermining the effectiveness of new positioning strategies (Adeleke, 2023). Furthermore, inconsistent execution of the repositioning efforts could lead to mixed consumer responses (Ogunyemi, 2024). This study aims to address these issues by examining the relationship between positioning adjustments and brand perception, identifying key factors that drive successful re-positioning in legacy brands (Chukwu, 2025).
Objectives of the study:
To evaluate the impact of product positioning adjustments on brand perception.
To identify factors that facilitate successful repositioning of legacy brands.
To recommend strategies for optimizing positioning adjustments to enhance brand image.
Research questions:
How do product positioning adjustments affect brand perception for a legacy brand?
What factors influence the success of repositioning efforts?
How can legacy brands optimize their positioning strategies to improve consumer perceptions?
Significance of the study
This study is significant as it provides insights into how positioning adjustments can reshape brand perception for legacy brands. The findings will help legacy brands in Kaduna update their market strategies to better align with consumer expectations, enhancing competitiveness and brand loyalty. The research contributes to academic literature on brand repositioning and offers practical recommendations for achieving successful transformation (Ogunyemi, 2024).
Scope and limitations of the study:
The study is limited to a single legacy brand in Kaduna, Nigeria, and focuses on the impact of positioning adjustments on consumer perception. Findings may not be applicable to other industries or regions.
Definitions of terms:
Product Positioning: The strategic process of establishing a brand’s image in the consumer’s mind.
Brand Perception: Consumers’ overall impressions and attitudes toward a brand.
Legacy Brand: An established brand with a long history and market presence.
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