Brand offers differentiation Brand is an enduring asset, needs to be carefully managed

Brand leaders have stood the test of time

Tata Nano Pre-Orders reach 51k in four days REPORT: Tata Motors has 5,00,000 application

Brand equity reinforced by marketing actions WHAT: Products, core benefits and needs HOW : Superior products, strong and favourable brand associations

FAILED TO CAPITALISE
Reinforcing brand equity requires innovation and relevance throughout the marketing program. Some of the brands which did not move forward: Pears Kodak Oldsmobile Kmart

DOWNSLIDE OF PEARS
One of the longest-running brands in marketing history Intensive advertising by Thomas J Barratt (father of modern advertising) An idea that was effective a generation ago would fall flat, stale,and unprofitable if presented to the public today In pursuit of our ideal of cleanliness, the soap bar has been deemed unhygienic Pears share fell 3 percent. Unilever discontinued pears and dove became flagship product

BRAND REVITALISATION
Changes affect fortunes of brands Impressive comebacks have been made

HARLEY DAVIDSON Twice escaped bankruptcy Sales depressed by product quality problems Licensed its names for ill adviced ventures (cigrates, wine coolers) Today market leaders

So what made Harley come back?????

Strong brand community (HOG) Cost Customisation (CVO) After Sales Support Range Core value: Retro look, Classic V twin engine sound Harley promotion, especially in movies