You can think of re-aligning somewhat like localizing. Although your product/service may be in demand in a particular country, the culture, beliefs, and customs of that country may require you to make changes to your brand or your approach.

This is where the research you did at the beginning of this play comes in handy. When you know and understand the consumer public you are dealing with, you know what they want in a brand. And your job is to give them what they want.