Managing Brands

Over Time

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Understanding the Long-term Effects
of Marketing Actions on Brand Equity

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 REVITALIZING THE BRAND

 Brand revitalization is defined as a process wher

a brand requires either the lost sources of brand
equity to be recaptured or the source of new brand
equity be identified & established.

Three Questions to be looked into:-

a. Can the brand regain some of its lost glory?

b. Can its old equity be enhanced through new positioning wh
will be relevant & differentiable?
c. Can the company effectively handle all other marketing mix
variable?
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 REVITALIZING THE BRAND

 Brands sometimes have to return to

their roots to recapture lost sources of
equity.
 In profiling brand knowledge
structures to guide
repositioning, marketers need
to accurately and completely
characterize the breadth and
depth of brand
 Revitalization awareness.
strategies run along a
continuum, with pure back-to-basics at
one end and pure reinvention at the 4
 Market failures, in which insufficient
consumers are attracted to a brand, are
typically much less damaging than
product failures, in which the brand
fundamentally fails to live up to its
consumer promise.
 In market failure a re-launch
can sometimes prove
successful.
 In product failure, the brand
fundamentally fails to live up
to its consumer promise.
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 Strategic options on how best to refresh
old sources of brand equity or create
new ones to achieve the intended
positioning:
 Expand the depth or breadth of
brand awareness, or both, by
improving consumer recall.
 Improve the strength,
favorability, and uniqueness of
the brand associations making
up the brand image.
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 STAGES IN REVITALIZING BRANDS

Acceptable, relevant, quality & image

Understand Brand’s core value

Manage relationship with consumers

Presence of unique idiosyncrasy

Check for coordination in brand presentation

Eventful brand launch

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 REVITALIZING THE BRAND

1. INCREASING USAGE
a. Increasing the frequency of use:
I. Reminder communication.
II. Position for frequent use.
III. Make the use easier.
IV. Provide incentive.
V. Reduce undesirable consequence of frequent use.
VI. Use at different occasions.
2. INCREASING THE QUANTITY USED
3. FINDING NEW USES.
4. ENTERING NEW MARKETS
5. REPOSITIONING THE BRAND
6. AUGMENTING THE PRODUCT
7. OBSOLETING EXISTING PRODUCTS WITH NEW
TECHNOLOGY
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Brand Revitalization Strategies

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Expanding Brand
Awareness
Identifying Additional or
New Usage Opportunities
Identifying New and
Completely Different Ways
to Use the Brand

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Identifying additional or new usage opportunities
• To identify additional or new opportunities for
consumers, the marketing program should include:
 Communications about the appropriateness and
advantages of using the brand more frequently in
existing situations or in new situations.
 Reminders to consumers to actually use the brand
as close as possible in time to those situations for
which it could be used.
• To increase frequency of usage for products of short life
spans:
 Tie the act of replacing the product to a certain
holiday, event, or time of year.
 Oral-B toothbrushes
• Provide consumers with better information about:
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• Consumers can be convinced of the merits of more
regular usage and overcome any potential hurdles to
increased usage, such as by making product designs
and packaging more convenient and easier to use.
Identifying new and completely different ways to use
the brand
• New usage applications may require more than just
new ad campaigns or merchandising approaches.

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 Reinforcing Brands

 Marketers reinforce brand equity by marketing acti

that consistently convey the meaning of the to

consumers what products brand represents, what c

benefits it provides, the needs being satisfied.

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 Reinforcing Brands

 How should we reinforce brand equity over time

 How can marketers make sure that consumers
have knowledge structures that support brand
equity for their brands?

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 Questions to be considered:

Stage -1:
 What Products does the brand represent?
 What benefits does it supply?
 What needs does it satisfy?
Stage -2 :

 How does the brand make those products

superior?
 What strong, favourable & unique brand associa
exist in the minds of consumers?
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Reinforcing Brands

Maintaining Brand
Consistency

Protecting Sources of
Brand Equity

Fortifying versus
Leveraging

Fine-Tuning the
Supporting Marketing
Program

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Maintaining brand consistency
 Brands with shrinking research and
development and marketing
communication budgets run the risk of
becoming technologically
disadvantaged.
Market leaders and failures
 Inadequate marketing support is an
especially dangerous strategy when
combined with price increases.
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Consistency and change
 Managing brand equity with consistency
requires making numerous tactical shifts
and changes in order to maintain the
strategic thrust and direction of the
brand.
 The most effective tactics for a particular
brand at any one time varies.
 The strategic positioning of many leading
brands has been kept uniform over time
by the retention of key elements of the
marketing program and the preservation 18
Protecting Sources of Brand
Equity
 Unless the company makes the
strategic positioning of the brand less
powerful, there is:
 Little need to deviate from a
successful positioning
 Brands should always look for
potentially powerful new sources of
brand equity
 Top priority is to preserve and defend
those that already exist 19
Fortifying versus Leveraging

 Marketers can design marketing

programs that mainly try to
capitalize on or maximize brand
awareness and image.
 Without its sources of brand equity,
the brand itself may not continue to
yield valuable benefits.
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Fine-Tuning the Supporting Marketing
Program
 Marketers should make changes only when
it’s clear the marketing program and
tactics are no longer making the desired
contributions to maintaining or
strengthening brand equity.

Product-related performance associations:

 For brands whose core associations are

primarily product-related performance
attributes or benefits, innovation in
product design, manufacturing, and
merchandising is especially critical to
maintaining or enhancing brand equity.
 For companies in diverse categories
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 Product innovations are critical for
performance-based brands whose
sources of equity reside primarily in
product-related associations.
 It is important not to change products
too much, especially if the brand
meaning for consumers is wrapped up
in the product design or makeup.

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Non-product-related imagery associations
 For brands whose core associations are
primarily non-product-related
attributes and symbolic or experiential
benefits, relevance in user and usage
imagery is especially critical.
 Ill-conceived or too-frequent
repositioning can blur the image of a
brand and confuse or even alienate
consumers.
 Brand images can be extremely sticky,
and once strong associations have23
Brand Reinforcement Strategies

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