This is interesting question ... M really glad ... people have such questions to ask .. Well my thought says ... Companies sometimes try to build brand awareness before establishing a clear brand positioning. Without it, it's really difficult to sustain . You have to know who you are before you can convince anyone of it. Many dotcoms know this pitfall well. A number of them spent heavily on expensive television advertising without first being clear about what they were selling.

Hey.. nice point Aman ..

well see companies often promote attributes that customers don't care about. The classic example: For years, companies sold analgesics claimed their brand were long lasting than others. Eventually, they noticed that consumers wanted fast relief more than sustained relief.... This is what happens if the understanding of what customers want. and i hate it when they fail to do so ...

companies at times invest a lot in the points of difference that can easily be copied. Positioning needs to keep competitors out, not draw them in. A brang that claims to be cheapest or the hippest is likely to be leapfrogged.

Well, I personally feel Brand Repositioning is not a easy job, many companies fail to reposition brands. Pepsi might have succeeded in doing so by portraying its YOUTHFUL appeal which has been a key branding differentiator in its battle with Cocacola. the brand has strayed from this focus several times in the past , perhaps contributing to some of its market share woes. Its really important to position brands, its my observation when Brands Reposition for their previous brand positioning it loses quite some loyal buyers, that's because the loyal buyers often feel good about the company understanding what they what and so they buy the product, and when the positioning and focus shifts they at times change their loyalty....

" if the perception changes your positioning goes for a toss "