Updated 201701

BRAND
MANAGEMENT
(BBCT 3033)
LESSON 9
MANAGING BRANDS OVER TIME
Learning Objectives

1. Understand the important considerations in brand reinforcement

2. Describe the range of brand revitalization options to a company
3. Outline the various strategies to improve brand awareness and brand image
4. Define the key steps in managing a brand crisis
Understanding the Long-Term Effects of
Marketing Actions on Brand Equity
Reinforcing Brands

Maintaining Brand Consistency

Protecting Sources of Brand Equity

Fortifying versus Leveraging

Fine-Tuning the Supporting Marketing Program

Maintaining Brand Consistency

Market
Leaders
and
Failures

Consistenc
y and
Change
Protecting Sources of Brand Equity

Unless some 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

Key sources of brand equity are of enduring value

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
 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.
To Sum Up…

Reinforcing brand equity requires consistency in the amount and nature of

the supporting marketing program for the brand
Product innovation and relevance are paramount in maintaining continuity
and expanding the meaning of the brand
Revitalizing (re-generate) Brands

Expanding
Brand
Awareness

Improving
Brand
Image
Expanding Brand Awareness

Identifying Additional or New Usage Opportunities

Identifying New and Completely Different Ways to Use the Brand

Improving Brand Image

Identifying the Target Market

Repositioning the Brand

Changing Brand Elements

Adjustments to the Brand Portfolio

Acquiring
Migration
New
Strategies
Customers

Retiring
Brands
Brand Reinforcement Strategies
Brand Revitalization Strategies
To Sum Up…
Effective brand management requires taking a long-term view
◦ Dictates proactive strategies designed to maintain and enhance customer-based
brand equity over time

Marketers reinforce brand equity by actions that consistently convey the

meaning of the brand
Most important consideration in reinforcing brands is consistency in the
nature and amount of marketing support
To Sum Up…
The strategy for reinforcing brand meaning depends on the nature of the
brand association
In managing brand equity, managers have to make trade-offs between those
marketing activities that:
◦ Fortify the brand and reinforce its meaning,
◦ Attempt to leverage or borrow from its existing brand equity to reap some financial
benefit

Revitalizing a brand requires marketers to either recapture lost sources of

brand equity or establish new ones