Brand affiliation measures people’s identification with a certain brand. More than recognizing a brand or liking their products, affiliation refers to a personal connection, where customers feel like the brand represents them.
Brand repositioning refers to the process of changing the associations that people have with a brand.
More than a superficial change like a logo redesign, a repositioning strategy represents a radical change in a company’s marketing and identity. Rarely do companies reposition themselves without great need.