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  • Submitted To: Submitted By: Prof - Rohit Gidwani Poorti Kapoor-12034

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    Vikky Srivastava
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    Brands do not inherently take care of themselves and require ongoing reinforcement from companies. [1] If companies stop reinforcing their brands, competitors can undermine them, potential customers may not be aware of products, and existing customers could lose belief in products. [2] Examples include Ceran glass-ceramic cooking surfaces, which Schott heavily promoted for decades but now only promotes when entering new markets, allowing the brand to become generic. [3] Companies can overcome this by considering emotional benefits of their brands and proactively managing brands through differentiation, re-branding, or representing brands as people, organizations, or symbols.

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    Brands do not inherently take care of themselves and require ongoing reinforcement from companies. [1] If companies stop reinforcing their brands, competitors can undermine them, potential customers may not be aware of products, and existing customers could lose belief in products. [2] Examples include Ceran glass-ceramic cooking surfaces, which Schott heavily promoted for decades but now only promotes when entering new markets, allowing the brand to become generic. [3] Companies can overcome this by considering emotional benefits of their brands and proactively managing brands through differentiation, re-branding, or representing brands as people, organizations, or symbols.

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    7 views7 pages

    Submitted To: Submitted By: Prof - Rohit Gidwani Poorti Kapoor-12034

    Uploaded by

    Vikky Srivastava
    Brands do not inherently take care of themselves and require ongoing reinforcement from companies. [1] If companies stop reinforcing their brands, competitors can undermine them, potential customers may not be aware of products, and existing customers could lose belief in products. [2] Examples include Ceran glass-ceramic cooking surfaces, which Schott heavily promoted for decades but now only promotes when entering new markets, allowing the brand to become generic. [3] Companies can overcome this by considering emotional benefits of their brands and proactively managing brands through differentiation, re-branding, or representing brands as people, organizations, or symbols.

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    International School of Business & Media, Pune

    BRAND TAKES CARE OF THEMSELVES????

    Submitted To: Prof.Rohit Gidwani

    Submitted By: Poorti Kapoor-12034

    Overview
    Do Brands take cares of themselves? Examples of Affect of Companies not re-enforcing the brand What Can Be Done To Overcome this Pitfall?

    Do Brands take cares of themselves?


    Companies think that brand building has some Domino Effect Once activated & Successful it continues for long. Unfortunately Brands do not take care of themselves. Brand Depends Upon: 1) Customers Perceptions. 2) Associations.

    If Not Taken Care of Brand Than?


    Competitors will Undermine it. Prospects will not hear about the product. Customers will not believe the products.

    Examples of Affect of Companies not re-enforcing the brand


    Ceran From Schott.
    Most important product in the Schott portfolio. During the 80s the company promoted its brand heavily to appliance manufacturers, kitchen designers, retailers, as well as end consumers. Today, Schott is only promoting its product to end consumers when entering new markets. Its success story already began more than three decades ago and the company has sold more than 50 million glass-ceramic cooking surfaces worldwide since then. The term and product has become so generic that it is seen as self explanatory although most consumers do not know Ceran.

    Same is the case with Intel Inside.

    What Can Be Done To Overcome this Pitfall?


    Consider emotional and self-expressive benefits and by introducing the brand-as person, brand-as-organization, and brand-as-symbol perspectives. Proactive brand management through brand differentiation.

    Pure re-branding.

    THANK YOU!!!!

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