Melbourne band, The Cat Empire, started their musical journey as the "Jazz Cats" performing in Melbourne's jazz clubs and at interstate jazz festivals. As the band's popularity grew, the lads found the name, "Jazz Cats," was too restrictive as it only appealed to a relatively small market of jazz enthusiasts. Band members wanted to extend their musical repertoire beyond jazz to include other genres such as ska, funk, rock, fusion and Latin, hence the name change to Cat Empire, which the band members felt had a broader appeal. The change of name along with the new repertoire is an example of:

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The change of name from "Jazz Cats" to Cat Empire and the expansion of their musical repertoire beyond jazz to other genres like ska, funk, rock, fusion, and Latin indicates a repositioning of their brand from a jazz-specific band to a band with broader appeal covering multiple genres of music. Thus, it is an example of brand repositioning.

Melbourne Band, the Cat Empire, Started Their Musical Journey as the "Jazz