Why it’s hard to reposition a brand

Looks at how technology players, such as Amazon, have particularly impacted middle-market brands that often have not invested sufficiently to understand their customers.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • Technology players, such as Amazon, have affected middle-market brands that often have not invested sufficiently to understand their customers, or have not innovated with new propositions and fluent digital customer experiences.
  • Product-line premiumisation is an opportunity for repositioning value brands that earn their customers’ trust and deliver growth through innovation, with new higher value propositions.
  • Historically, successful luxury brands have struck a sensible balance between exclusivity and accessibility but many were too slow to adopt digital media...
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