As explained before, a brand must be repositioned through R&D when the distance between the desired position on the perceptual map – or on the semantic scales’ chart – and the brand is too large. Research and development must also be used to introduce new brands, since all marketed brands must be based on R&D projects.
Using R&D to reposition a product or to introduce a new one is a four step process:
•Identify the desired position on the perceptual map or on the semantic scales chart.
•Estimate the physical characteristics that correspond to this desired position (as explained in section VI.3).
•Develop an R&D project with the physical characteristics calculated above. This is done in cooperation with the R&D department as explained in section III.8.
•Introduce a new brand or modifying an existing one. Completed R&D projects can be used to reposition existing brands by modifying the physical characteristics that are the basis of consumers’ perceptions. They can also be used to introduce new brands. In both cases, a coherent advertising campaign will have to be implemented at the same time to inform consumers about these changes.
Note that this process will take at least one period.