The Brand Flux Curves

The Brand Flux curves (fig. 1 below) accommodate the concept of utility as “an action which changes identity as a means to alter image through sharing and grading” (Williams & Omar, 2011) which represent potentially observable directional patterns for organization emphasis between branding and positioning, i.e. focus more on changing the branding (aesthetics, etc.) while maintaining relatively constant position, versus focusing more on the modified position (target) while maintaining a relatively constant brand, or focus on changing both.  

Organizations that implement more substantial changes in branding combined with minimal changes in positioning are generally referred to as rebranding (shown as RB in figure 1), while organizations that implemented more substantial changes in position along with minimal changes in branding aesthetics are portrayed as undertaking a repositioning (shown as RP in figure 1), with variations in between.  We refer to these rebranding and repositioning actions as “refocusing”, as they are more substantial than a revitalization of the brand.  In all cases, after the rebranding or repositioning the organization returns to reinforcing actions (Keller, 1999) to maintain brand health.  Thus a company can react to a change in the environment which upsets the equilibrium by minimally changing the branding and/or positioning (revitalize) and then return to reinforcing activities.  Other environmental changes may, as mentioned, prompt the action of rebranding or repositioning followed by reinforcing actions.  This movement from reinforce, to revitalize, to refocus, then returning to reinforce and all variations in between may occur for a long period of time, in more minor or major terms depending upon the organization strategy and the environment.  Ultimately a decision to rename might be necessary, after which the organization reinforces the new brand and position.