Changes in consumer behaviour to drive brands to rethink positioning norms

The pandemic is changing consumer behaviour say experts, forcing marketers to rethink the differentiators between mass and premium brands

For a few years now brands have strived to jump on to the premium ledge, an overused and overcrowded positioning platform that found favour with marketers across categories. Be it exclusivity, personalisation, creating cult-like communities around a brand or wearing the herbal-natural tag, all routes led down the premium trail. Now, as Covid-19 has thrown past behavioural norms into a deep freeze, many predict that the premium tag may well be the first casualty in the new world.

Soumya Mohanty, chief client officer, South Asia, Insights Division, Kantar believes that the changes in consumer behaviour will drive brands to relook