If shifts in the market environment cause customers to reduce the importance they attach to a current determinant attribute,marketers may have difficulty repositioning a brand with an intensely perceived position on that attribute.

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If customers reduce the importance they attach to a current determinant attribute, it may be difficult for marketers to reposition a brand with an intensely perceived position on that attribute. This is because the brand may already be strongly associated with that attribute in the minds of consumers.

If Shifts in the Market Environment Cause Customers to Reduce