MANAGING BRAND OVER TIME

AZALIA PARAMATATYA 120310090086 RISSA 120310090010 ANGGI 120310090004

Reinforcing Brands
Use marketing actions that consistently convey the meaning of the brand to consumers in terms of awareness and image

Fortify the brand by raising awareness and building favorable associations sponsorships, product placements

Brand Awareness

Consistency in amount and nature of marketing support

Reinforce product related

Brand Reinforcement Strategies

Continuity in Brand meaning changes in marketing tactics Reinforce nonproduct related association Protecting sources of brand equity Brand Image

Trading off marketing activities to fortify vs leverage brand equity

REVITALIZATION STRATEGIES
A Strategy to recapture lost sources of brand equity and identify and establish new resources of brand equity. This may Include product modification or product repositioning.

Expand Depth and Breadth of Awareness and Usage of Brand

Increase Quantity of Consumption (How Much) Increase Frequency of Consumption (How Often)

Identify Additional Opportunities to Use Brand in Same Basic Way Identify Completely New and Different Ways to Use

BRAND REVITALIZATION STRATEGIES

Refresh Old Sources of Brand Equity Create New Sources of Brand Equity

Bolster Fading Associations Improve Strength, Favorability, and Uniqueness of Brand Associations Neutralize Negative Associations Create New Associations

Retain Vulnerable Customers

Recapture Lost Customers

Identify Neglected Segments Attract New Customers

STAGE OF POSITIONING STRATEGIES

Introductory - helps consumers to understand brand image Elaboration - help consumers perceive brands increasing value

Fortification - links brand image to image of other brand products in different product classes

Brand Concept Management

Symbolic benefits needs for social approval or personal expression; badge brands

Functional benefits - solve consumer related problems

Experiential benefits sensory pleasure, variety

Revitalizing Brands
Expanding awareness and image Returning to values of original brand

Recapturing lost sources of equity

Reposi tioning

Comeback Stories
RCA - went from obsolete TV image to Satellite System with DirecTV; new campaign with Chipper dog logo Hush Puppies - suede shoes image changed with new designs, ad campaign and Forrest Gump placement Adidas - After losing to Nike and Reebok, targeted young urbans, Rappers and Kobe to make 3 stripes cool again

Expanding the Breadth of Brand Awareness

Finding new uses for the brand with TOM awareness Reminding consumers to replace products with short lifespan Providing innovative package design

Improving Brand Image

Repositioning with points of difference or points of parity Changing brand elements Entering new markets Targeting new segments

Adjustments to Brand Portfolio

Migration strategies Acquire new customers New distribution outlets Line extension or sub brands IMC campaigns for each segment Retiring obsolete brands/products

COCA COLA OPEN HAPPINESS