Managing brand equity

Brand reinforcement
Brand revitalization

How to manage brand overtime

Consumer
response to
past marketing
activity

Brand
awareness and
Brand image
Consumer response
to current
marketing activity

Changed brand
awareness and
brand image

Consumer
response to
future marketing
activity

Necessity

Shifts in consumer behavior

Competitive strategies
Government regulations
Firm may think of change in strategy
Adjustment in way the brands are
marketed

Reinforcing brand equity

How to make sure that consumers have desired
knowledge?
Is Brand awareness and Brand image good in
the minds of customer?
What products does the brand represent?
What benefits and needs does it satisfy (Maggi ad
campaign, Dettol, Moov)

What strong, favourable and unique brand

associations exists in the mind of customers?

Ways of reinforcing
Maintaining brand consistency (in spite of
market leadership and failures)

Protecting sources of brand equity

Fortifying vs leveraging
Good supporting marketing programs
(various slogans emphasizing the
features/benefits)

Revitalizing brands

Expanding brand awareness

Improving brand image
Changing brand elements
Identifying additional or new usage opportunities
Identifying new and completely different ways to
use the brand
Repositioning the brand
Entering new markets
Line extension

Strategies for brand revitalization

A. Increasing rate of consumption
Reminding customers to buy more (family
pack, party pack)
Providing incentives (on producing 5
wrappers one piece free)
Developing positive associations with
product or usage ( yummy tummy)

Cont
Increasing the frequency of consumption
Reminding customers to buy more
frequently or promote the benefit of
regular use (twice a week, more pedigree)
Making packaging more convenient
(sachets, nozzle)
Positioning for use at different occasions
(Maggi)

Identifying new alternative uses

Exploring new markets (McDonalds)
Brand repositioning (Fanta, Liril)