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Chapter 7. E-branding—The Emergence of N... > Brand Reposition: Core Brand Values ...

Brand Reposition: Core Brand Values Combined with a Modern Customer Experience

The need to reposition a brand is often felt by organizations that have at some point in their history been left behind by a new technology, trend, or idea. The Swiss watch industry was unprepared for the battery-powered quartz watch, which it dismissed as a fad. Harley-Davidson Motorcycle Company almost went out of business due to pressures from machines with cheaper, smaller engines together with the inherently poor reliability of its own brand. The Wall Street brokerages, which originally dismissed the online trading market as too small to be involved with, have all subsequently repositioned themselves in recent years with varying degrees of success.

Organizations that have an established market and product often define themselves through these channels so tightly that it is nearly impossible to rapidly change to meet new market conditions. They are carried on by the inertia long after the opportunity to capitalize on a new strategic channel has occurred. This is compounded in the case of the Internet and e-commerce by the customer's wish to not only have access to low pricing but also to have as much information as possible regarding the product, together with other options such as purchasing, delivery, and format of product—e.g., MP3 music or CD. This is a model quite alien to traditional organizations whose products, sales, and distribution channels have been geared to the bricks-and-mortar mode of operations for decades if not centuries.


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