BRAND REVITALISATION

Team 2
Spartans
 Problem
• Product category features were absent
• Cant associate to the existing product
category ( Cigarettes)
• Negative associations
 BRAND REVITALISATION
• Revitalization strategies:

• Image Change: Existing brand associations are

obsolete/innaccurate

• Add a new association: Vape, buzz

 Brand Strategy Decision
• Initially Manufacturer Brand
• Not under the umbrella brand of RJ Reynolds,
spin off brand.
• Premier Ciggaretes to Buzz Premium
 Brand Repositioning
• Brand Enhancement
– POD: worry-less smoke
– POP: Rich vapor
• Category Membership
– Hookah’s & Sheesha’s
• Postioning statement,
• To the variety seekers, our Buzz Premium offers a
worry-less head rush & a happy life