Management Notes

Reference Notes for Management

According to Scot Davis how many years are required to change the brand positioning?

According to Scot Davis how many years are required to change the brand positioning?


A. Two to five years
B. Three to six years
C. Two to six years
D. Three to five years

The Correct Answer Is:

D. Three to five years

The correct answer to Scot Davis’s question, “According to Scot Davis, how many years are required to change the brand positioning?” is D. Three to five years. This answer is based on the typical timeframe that experts like Scot Davis recommend for changing a brand’s positioning effectively.

To explain in detail why the correct answer is D:Three to five years

Changing a brand’s positioning is a complex and time-consuming process that involves various stages and strategies. Scot Davis, a recognized expert in branding and marketing, suggests that it usually takes three to five years to implement a successful brand repositioning strategy. Here’s a breakdown of the reasons why this time frame is considered ideal:

  1. Research and Analysis (Year 1): The first year of the brand repositioning process involves in-depth research and analysis. This includes market research, competitive analysis, and an understanding of the target audience’s needs and preferences. It takes time to gather and process this data effectively.
  2. Strategy Development (Year 2): After the initial research phase, the brand needs to develop a well-thought-out strategy to redefine its positioning. This often includes redefining the brand’s unique value proposition, messaging, and market positioning. Crafting a solid strategy that resonates with the target audience is a time-consuming process.
  3. Implementation (Year 3-4): The next phase involves the actual implementation of the new brand positioning. This includes revamping marketing materials, campaigns, and often even the product or service itself. Changing perceptions in the marketplace takes time, and the brand must consistently communicate its new identity.
  4. Evaluation and Adjustment (Year 5): Even after the new positioning is in place, it’s crucial to evaluate its effectiveness. Brands need to monitor customer feedback, market trends, and competitive reactions. Adjustments may be necessary to fine-tune the brand’s positioning further.

Now, let’s explain why the other options (A, B, and C) are not correct:

A. Two to five years:

This option suggests that it may take as little as two years to reposition a brand successfully. While there may be instances where a brand can achieve its repositioning goals within this timeframe, it’s important to note that brand repositioning is a complex process with several steps. 

It  is often requires more time to be executed effectively. The limited time frame could lead to rushed decision-making and incomplete implementation.

B. Three to six years:

This option is too broad. While it’s possible for brand repositioning to take up to six years, it’s not the typical or recommended time frame. Waiting six years might lead to missed opportunities and prolonged market confusion.

While there could be exceptional cases where repositioning takes this long, it’s generally considered a prolonged period for  various reasons.

C. Two to six years:

This option is overly broad and encompasses a wide range of possibilities. While there might be exceptional cases where brand repositioning could take this long, it’s not the standard recommendation, and it lacks the specificity of the three-to-five-year window suggested by Scot Davis.

In conclusion, the correct answer, D (Three to five years), aligns with the general best practices in the branding and marketing industry.

It allows for a thorough and effective brand repositioning process, ensuring that the brand’s new identity is well-received by its target audience and that it can adapt to changes in the marketplace.

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