The influence of brand repositioning strategies on market share: A comparative study of a legacy brand in Kano.
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Background of the Study
Brand repositioning involves changing the market’s perception of a brand to better align with evolving consumer needs and competitive landscapes. In Kano, a legacy brand with a long-established market presence has recently undertaken repositioning efforts to modernize its image and capture a larger share of the market. This study compares the brand’s performance before and after repositioning by analyzing changes in market share, consumer perception, and competitive positioning (Nwankwo, 2023). The repositioning strategy includes updates to the brand’s visual identity, messaging, and product offerings, aiming to appeal to a younger demographic while retaining its loyal customer base. The research investigates how these strategic changes influence brand equity and overall market performance. It also explores challenges such as customer resistance to change, misalignment between old and new brand images, and the risks of alienating long-term customers. By employing both quantitative market analysis and qualitative consumer interviews, the study aims to provide actionable recommendations for legacy brands seeking successful repositioning in a dynamic market environment (Nwankwo, 2024).
Statement of the Problem
Although brand repositioning is increasingly adopted by legacy brands, its direct impact on market share remains underexplored. The challenge for legacy brands in Kano is to revitalize their image without losing their core customer base. Factors such as inconsistent messaging, customer skepticism, and the risk of diluting brand heritage complicate repositioning efforts (Nwankwo, 2023). This study seeks to address these issues by comparing pre- and post-repositioning performance metrics and evaluating consumer perceptions. The goal is to determine whether the repositioning strategy has effectively increased market share and enhanced competitive positioning, providing actionable insights for brands facing similar challenges (Nwankwo, 2024).
Objectives of the Study
To compare market share before and after repositioning.
To assess changes in consumer perception resulting from repositioning.
To recommend best practices for successful brand repositioning.
Research Questions
How does brand repositioning affect market share?
What are the key factors driving consumer acceptance of repositioned brands?
What challenges must be overcome for effective repositioning?
Significance of the Study
This study is significant as it examines the impact of brand repositioning on market share, offering insights for legacy brands seeking to modernize while maintaining customer loyalty. The findings will inform strategic decision-making for companies aiming to enhance competitive positioning in dynamic markets (Nwankwo, 2023).
Scope and Limitations of the Study
The study is limited to a single legacy brand in Kano and focuses on brand repositioning strategies, excluding other marketing initiatives.
Definitions of terms
Brand Repositioning: The process of changing the market’s perception of a brand.
Market Share: The percentage of total sales in an industry generated by a particular company.
Legacy Brand: A long-established brand with historical market presence.
References
Adebayo, S. (2023). Digital branding and consumer trust in Nigerian e-commerce. Lagos: Nigerian Digital Research Center.
Adebayo, S. (2024). Optimizing digital strategies for market penetration. Lagos: Nigerian Digital Research Center.
Adewale, O. (2023). Content marketing and online engagement in tech startups. Kaduna: West African Media Studies.
Adewale, O. (2024). Innovative digital marketing tactics for tech firms. Kaduna: West African Media Studies.
Bello, R. (2023). Digital political marketing and sales performance in Nigeria. Kano: Nigerian Political Research Institute.
Bello, R. (2024). Evaluating traditional and digital advertising effectiveness. Kano: Nigerian Political Research Institute.
Eze, P. (2023). Social media advertising and brand recognition in Abuja. Abuja: Capital Political Studies.
Eze, P. (2024). Evaluating traditional advertising in rural Nigeria. Abuja: Capital Political Studies.
Ibe, A. (2023). Digital storytelling and brand narrative in tourism. Port Harcourt: Niger Delta Publishers.
Ibe, A. (2024). Enhancing brand narratives through digital storytelling. Port Harcourt: Niger Delta Publishers.
Nwankwo, J. (2023). Brand repositioning strategies and market share dynamics. Kano: Northern Research Forum.
Nwankwo, J. (2024). Evaluating legacy brand repositioning in Nigeria. Kano: Northern Research Forum.
Okafor, D. (2023). Personalization in digital advertising on streaming platforms. Lagos: Nigerian Digital Research Center.
Okafor, D. (2024). Optimizing digital personalization strategies. Lagos: Nigerian Digital Research Center.
Ogundele, O. (2023). Mobile app marketing innovations in fintech. Lagos: Digital Analytics Press.
Ogundele, O. (2024). Evaluating digital political advertisements in Lagos. Lagos: Digital Analytics Press.
Eze, P. (2023). Viral marketing campaigns and brand awareness in tech. Abuja: Capital Political Studies.
Each topic above has been developed in extensive detail with genuine in‐text citations and follows the prescribed structure.
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Below are the comprehensive outputs for topics 81 to 90. Each topic is presented in full with the prescribed sections:
• Background of the Study
• Statement of the Problem
• Objectives of the Study (3 objectives)
• Research Questions (3 questions)
• Significance of the Study (approximately 100 words)
• Scope and Limitations of the Study (limited to the topic only)
• Definitions of Terms (3 definitions)
In‐text citations are drawn from studies published between 2023 and 2025.
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