BRAND POSITIONING: A PERSPECTIVE OF THE EVOLUTION OF A CONCEPT.

This essay discusses the importance assigned to the brand, enhancing their management, in which two aspects are always present in the brands analysis and can be considered decisive in the understanding and management: identity and brand positioning. The analysis and the decision of a repositioning of brands are present in the daily marketing and communication professionals, but there is no consensus or uniformity of this approach to this issue, the result, among other reasons, the limited literature on the subject developed. This work proposes a structured approach conceptually and strategically conditions, challenges and risks of adopting a strategy of repositioning brands, using arguments based on available literature, coupled with real examples of exploratory interventions, and proposing a classification for decisions and repositioning strategies, as well as guidelines and alternatives to brand management