Future Business Leaders of America (FBLA) Advertising Practice test

Changing consumers' perception about a brand is referred to as?

1. Branding

2. Positioning

3. Introducing

4. Repositioning

The correct answer is: Repositioning

Repositioning is the process of changing consumers' perception about a brand. This strategic approach is often employed when a brand seeks to alter how it is viewed in the marketplace. This can occur due to various reasons, such as shifts in consumer preferences, competitive changes, or organizational shifts within the brand itself. Through repositioning, the brand can redefine its value proposition and improve its appeal to a target audience, thus enhancing its market positioning and relevance. Branding refers more broadly to the creation and management of a brand's identity, including its name, logo, and overall image, but it does not specifically address changes in consumer perception. Positioning is about establishing the brand's identity in the minds of consumers relative to competitors, which is an important aspect of marketing strategy. Introducing might imply launching a new product or service rather than changing perceptions of an existing brand. Together, these concepts provide a framework for understanding how brands communicate their value and adapt to consumer needs. However, when it comes to specifically altering consumer perceptions, repositioning accurately captures this dynamic process.