What happens to a brand when it is caught in a situation of pessimism about future revenue from its niche positioning? Should the brand make an intentional effort to shift its customer base and reposition? What happens to a mass market brand when the high profit margin of the premium market becomes so tempting? These  are common dilemmas that brand custodians often face when there is a belief that an opportunity exists outside a brand‘s core market segment.

Branding, when given due importance, has serious implications on the business. It is adjudged the most powerful business tool of this century. A brand must be positioned in the minds of its target audience. It is not until it has a share of mind by delivering on its promise and continues to be relevant by aligning with the ever changing need of its audience, will it get a share of the pocket. The consumer will continue to vote for it with his purse..