 Extreme Makeover - Brand Equity & Repositioning
An organization has enjoyed success for years, comfortable in the
knowledge that it can always rely on its positive image. Then suddenly,
for no discernable reason, success becomes a much harder goal to
attain. There have been no major changes internally, so perhaps
the shift is due to external factors, such as increased competition
or changing market needs. It may be time for an image makeover.
A company intent on a radical change through innovative, new programs
and expanded services would be wise to find out, before going through
the process, if getting an extreme makeover will generate a positive
response from the market. Will the public like their new image?
Since undoing such a makeover is rarely an option, an important
first step should be careful consideration of market position and
goals for the future.
What are your strengths?
What about your organization is unique?
How are your services and products relevant to existing and prospective
customers?
What new opportunities exist?
Finding out how customers and prospects feel about you is the next
important step.
SRA conducted such a study for a leading health care provider concerned
about the viability and position of one of its facilities. The study
answered the following questions:
How do key stakeholders and the public perceive our client?
Why do some consumers choose prefer the competitors?
Are consumers aware of the services our client offers?
What is the current perception of our client’s business model?
Do consumers perceive that the competition is offering better quality?
Are consumers responding primarily to physician recommendations?
SRA Research Group conducted a study that included focus groups
among consumers and physicians, followed by a statistically valid
telephone market survey. Research results provided our client with
a clear plan for repositioning the facility for success.
And the public, we’re happy to say, responded favorably to
the makeover! ‡
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