Managing Brands Over Time

Effective brand management requires

taking a long-term view of marketing
decisions
Any action that a firm takes as part of its
marketing program has the potential to
change consumer knowledge about the
brand
These changes in consumer brand
knowledge from current marketing activity
also will have an indirect effect on the
success of future marketing activities 1
 Reinforcing Brand Images

Brand equity is enhanced by marketing

actions that consistently convey the
meaning of the brand to consumers
What products does it represent? What
benefits does it supply? What needs does
it satisfy?
How does it make those products superior?
What strong, favorable, and unique brand
associations exist in the minds of
consumers?
2
 Consistency in
Brand Awareness amount and nature
of marketing
support
What products does the brand represent?
What benefits does it supply? Innovation in Product
What needs does it satisfy? Design, Manufacturing
and Merchandising
BRAND Continuity in brand
meaning; changes in
REINFORCEMENT marketing tactics
STRATEGIES
Brand Image
Relevance in User Protecting sources
How does the brand make products superior? of brand equity
What strong, favorable, and unique brand and Usage Imagery
associations exist in customers minds?
Trading off
marketing
activities to
fortify vs.
leverage brand
equity

3
 Revitalizing a Fading Brand
Because of changes in the marketing
environment, brand equity can be eroded over
time.
Reversing a brands fortunes involves ...
Recapturing lost sources of brand equity (e.g.,
Harley-Davidson)
Identifying and establishing new sources of
brand equity (e.g., Mountain Dew)
More revolutionary changes than
evolutionary changes 4
 Revitalization Strategies

Expand the depth and/or breadth of

awareness by improving consumer recall
and recognition of the brand during
purchase or consumption settings.

Improve the strength, favorability, and

uniqueness of brand associations -- either
existing or new -- making up the brand
image.

5
Expanding Brand Awareness
Increasing usage
Increasing the level or quantity of consumption
Increasing the frequency of consumption

Identifying new or additional usage

opportunities
Communicate appropriateness of more frequent
use in current situations
Reminders to use

Identifying new and completely different

ways to use the brand
6
Improving the Brand Image
Go back to basics and tap into
existing sources of brand equity (e.g.,
Harley-Davidson)
product strategy
pricing strategy
channel strategy
communication strategy

Create new sources of brand equity

(e.g., Mountain Dew)
7
 Increase Quantity
of Consumption Identify Additional
Expand Depth and (How Much) Opportunities to
Breadth of Awareness
Use Brand in Same
and Usage of Brand
Increase Frequency Basic Way
of Consumption
Refresh Old Sources (How Often) Identify Completely
BRAND of Brand Equity New and Different
REVITALIZATION Ways to Use
STRATEGIES
Create New Sources
of Brand Equity

Retain Vulnerable
Bolster Fading Associations Customers
Improve Strength,
Favorability, and Recapture Lost
Neutralize Negative
Uniqueness of Brand Customers
Associations
Associations
Identify Neglected
Create New Associations Segments

Attract New
Customers