Managing Brands Over Time

Chapter 13

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 Concept Management

Functional benefits - solve consumer related problems Symbolic benefits - needs for social approval or personal expression; badge brands Experiential benefits - sensory pleasure, variety

Brand Concept Management: Functional Concept

Intro Clorox Bleach Elaboration Fortification Prob/solve Pre-wash stain strategy remover Usage New scents ________extension (cotton to synthetics) Vaseline prob/solve Lotion Jelly Extensions Baby wipes

Symbolic & Experiential Concepts

Brand
Godiva Apple

Lego Aveda

Elaboration Fortification symbolic Gold box Customizing Controlled dist Retail stores experiential Accessories Furniture Aromatherapy Make-up

Revitalizing Brands
Recapturing lost sources of equity Returning to values of original brand Repositioning Expanding awareness and image

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 (Cheeze Whiz recipes, Folgers coffee singles) Reminding consumers to replace products with short lifespan (Oral-B) Providing innovative package design (MentaDent)

Improving Brand Image

Repositioning with points of difference or points of parity Changing brand elements (KFC) Entering new markets (Frosted Flakes) Targeting new segments (Brylcreen Power Gel)

Adjustments to Brand Portfolio

Migration strategies (Dockers) Acquire new customers (VW) New distribution outlets (Kmart; Internet sales) Line extension or sub brands (TJs) IMC campaigns for each segment (Dewars Profiles) Retiring obsolete brands/products

Maintaining Equity at the Movies

How can Disney maintain brand equity for the film Bambi over the years? How does Disney expand brand equity through film production? Are there any sub-brands that Disney should consider retiring?

Managing Niveas Brand Portfolio

What is the US image of Nivea? How did Nivea create a POD through associations of mildness and gentleness to the brand as a whole? To sub-brands? What role did the Blue Harmony ad campaign play in positioning the brand? What should be the next step for Nivea?