Professional Documents
Culture Documents
REINFORCING BRANDS
Reinforcing brands
Brand equity is reinforced by marketing actions
that consistently convey the MEANING of the
brand to consumers in terms of BRAND
AWARENESS and BRAND IMAGE.
Reinforced marketing actions, along with product
development, branding strategies etc. also help in
keeping the brand meaning in terms of products,
benefits and needs as well as in terms of product
differentiation intact.
3. Fortifying versus
Leveraging
There is always a trade off between fortifying a brand and
leveraging the benefits of the brand to financial gains.
Fortifying means ways of increasing brand equity and furthering
the brand image through continuous marketing and advertising
efforts.
REVITALISING BRANDS
Expand
depth/breadth of
awareness and
usage of Brand
Refresh old
sources of BE
Increase quantity
of Consumption
Increase
frequency of
Consumption
BRAND
REVITALISING
STRATEGIS
Create new
sources of BE
Improve strength,
favorability, and
uniqueness of Brand
Associations
Bolster fading
associations
Neutralize
negative
Create new
associations
New
opportunities
New and different
ways of use
Retain vulnerable
Customers
Recapture lost
Customers
Identify neglected
segments
Attract new
Customers
Recapture lost
sources of Equity
Repositioning
(RI)
Marketing Program (B2B)
Back 2
Basics
Marketing Program
Failures
Insufficient
Consumers
Less Damaging
Enforce positive
Associations
Continuum
Reinvention
Positioning Failures
Sufficient but
dissatisfied
Consumers
Extremely damaging
Difficult to overcome
negative
associations
Approaches to
Revitalisation
Expanding Brand Awareness
New usage
Opportunities
Identifying new &
completely different
ways to use the brand
Repositioning
Changing Brand
Elements
Repositioning
Repositioning
Modification of Brand
name
Other Brand Elements
Packaging, logos etc.
Moderate and
evolutionary in nature
Preserve salient
aspects of Brand
elements
E.g.: Adidas, Federal
Express, GE
ADJUSTMENTS TO BRAND
PORTFOLIO
1. Migration Strategy
Entry-Level
Brands Critical
in bringing new
customers
Logical ordering
Hierarchical
structure in
consumers mind.
E.g. BMW with
3,5,7 Series
a. Multiple Marketing
Program
Separate advertising
campaigns and
communication programs
for each segment
Blurring of images due to
media overlap
3. Retiring Brands
Options
Marketing Support (Orphan
Brand)
Reduce no. of product types
Almost no advertising and
promotional expenditure
Consolidation
Stronger Brand
Cut Costs
Focus marketing Efforts
Discontinue product
Spin off Orphan Brands after a cut
off of low sales
Sell Orphan Brands
Fade away or discontinue
consciously. E.g. - Citra
Competitive intensity
CA of Competitors
Willingness to exit
Brand Loyalty of Customers and Price pressures
Brand Strength
Strong Associations
Market share and position in the market
CA w.r.t. key Segments
Brands fit in the Strategic Thrust
Exit Barriers
REINFORCING BRANDS
REVITALISING BRANDS
Migration Strategy
Acquiring new customers
Retiring Brands