Existing, well established brands are often threatened in today's market scenario by competitors moves and structural changes in the market. This often calls for a drastic re-evaluation of what the brand stands for. The exercise usually ends with a modified value matrix, which identifies the dimensions along which the brand needs to be strengthened. Alternatively a brand may be under no immediate threat but the reasons for its success may or may not be completely understood. At some point in time it is of strategic importance to gain a clearer understanding of the aspects that lead to a brand's consumption and to deepen the relationship with specific values while disassociating from values which are not identified intimately with it. Icarus works with research agencies to identify and pinpoint the values that are associated with a particular brand. We then create visual assets which make the brand stand more definitely for one set of values than another, thereby allowing it to talk to its core consumers more intimately and to address a larger audience which has been strategically identified as constituting a major segment of consumers. Finally Brand Re-positioning may also become inevitable in a case where a brand, which was identified only with one price point and value proposition, is extended to endorse price points and propositions, which are quite different. Here the challenge is to identify brand values, which allow the brand to create a range of relationships with different audiences, without loosing core value.	Brand Repositioning Brand Extensions New Brand Development Structural Packaging TataTea premium India's favourite tea brand ….. consolidating its position Anchor Stitch Kit How do you revitalize a brand when the activity on which it is based is itself becoming less popular? Old Cask Rum Sometimes an existing brand may need to change drastically.