There are multiple reasons why a brand might benefit from a repositioning. Among the most frequent ones is a change in the corporate strategy or the consequences that come with Mergers and Acquisitions (M&A). Also, a changed competitive environment or evolving consumer needs might make a repositioning indispensable to keeping the brand relevant to its target audiences. Or a brand may require a repositioning effort after being hit by a scandal or to stimulate renewed consumer interest in general, leveraging the power of emotional messaging. Regardless of the reasons, the redefinition of an established brand positioning generally has two main purposes: to verify that the actual brand positioning is at its optimum and to find a way to express it in the sharpest and most relevant way. This is not a self-fulfilling intellectual exercise but a basic condition for any brand’s operational efficacy. It will clarify what your brand really stands for and provide a clear roadmap for concrete marketing and sales action. This chapter discusses the benefits of a brand repositioning and provides multiple reasons and techniques for succeeding this crucial exercise.