BRAND REPOSITIONING: EFFECT ON PRODUCT LIFE CYCLE EXTENSION IN NIGERIA

Abstract

Brand image repositioning, Brand personality Repositioning and Intangible Brand Repositioning are the study predictors. The population of the study are the marketers and repairers of phones accessories in St. Michael’s GSM Market Aba, Abia State of Nigeria. A sample size of 185 drawn from the population constituted the respondents. Structured questionnaire was used to elicit relevant data from the respondents. After the analysis of data collected from the respondents and the testing of the study hypotheses, it was established that the predictors; Brand image repositioning, personality re-positioning and intangible repositioning respectively has significant positive effect on product life cycle extension. It was therefore concluded that product Brand repositioning has significant effect on elongating the life cycle of a product. Major recommendations are that adoption of image reposition, personality reposition and intangible repositioning should be upheld to prolong the life cycle of a product.