This presentation focuses on the issue marketing managers face when profit margins begin to shrink beyond desire in their current markets. Should the marketing managers take their brand to where the action is or will that hinder the brand's perception? This brings up the issue of rather to reposition the entire brand to match the image of the new Value Market or Premium Market you are trying to enter. While the other option is to develop a sub-brand of the main product brand that won't risk the equity that has been built with the main product brand. This incase brings up the question will the sub-brand be endorsed by the main brand or be a co-driver meaning the choice of why to buy the product is indifferent or is this a situation where you are bringing class to mass and the main product brand's image and equity is the reason the consumer buys the product. Example, Mercedes C-Class.