Who is it for ?

 Persons/teams responsible for managing brands,

their development, communications, new product
development/line extensions, struggling to manage
the conflict between long term brand development
and short term sales objectives.
 Companies with brands which are at the risk of
losing their appeal to their consumers, are showing
signs of aging, are over whelmed by the
competition & facing difficulties in growth.
Benefits
 Deeper/enhanced understanding of brand’s
strengths and weaknesses in competitive context.
 Re-assessing and revitalizing the brand.
 Help short term tactical activities to contribute to
longer term objectives.
 Consolidate consumer communications to improve
impact.
Brand Reinforcement
 Use marketing actions that consistently convey the
meaning of the brand to consumers in terms of
awareness and image, what product and core benefits it
supplies.
 How the brand is superior and what strong and
favorable brand association should exist in customers
mind.
 Fortify the brand by raising awareness and building
favorable associations - sponsorships, product
placements.
Examples

 Kellogg's
 LUX
 McDonalds
 Coca-cola
 Good year
 IBM
 Xerox
Brand Revitalization
 Recapturing lost sources of equity
 Returning to values of original

brand(back to basics).
 Reinvention

 Repositioning

 Expanding awareness and image

 Adidas - After losing to Nike and Reebok, targeted
young urban, Rappers and Kobe to make 3 stripes
cool again
 Hush Puppies - suede shoes image changed with
new designs, ad campaign and Forrest Gump
placement
 Cadbury's bournvita – kept up with the changing
customer preferences by introducing new variants
and modifying the brand communication.
 Old spice - It was perceived as a declining brand
popular with old men. 
 Old Spice has been transformed into a brand that is
young and vibrant.
 expanded their product line moving into new
categories such as body washes and body sprays
 On the packaging, Old Spice branded products
emphasize the quality aspects of the product. 
 Old Spice has created numerous memorable
advertisements, such as these, smell like a men,
mem.To appeal to the young male population.
 Old Spice deodorants are generally at the lower end
of the pricing spectrum. Men under 30 generally
earn less money than men over 30.
 A low price strategy, combined with desirable
product attributes, is a winning formula to attract
young men to a brand.
Thank you
 Sarasij Sarkar
 Sanjukta Paul
 Aditi Singh
 Anudeep
 Nishant