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Positioning, repositioning and re-launching

As society changes, brands can gain or lose importance. Therefore, it is important that brand managers repeatedly “define” and re-calibrate their brands to stay psychologically relevant. It is essential that brands develop in order to stay alive. One aspect of this is to
clearly mark their ground. As society undergoes demographic change, consumers expect brands to “light the way forward”. Brands represent psychological markers that can help consumers along transitional processes to provide guidance and support.
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