ii) Improve the Strength, Favorability, And Uniqueness of Brand Associations:

In order to improve the strength, favorability, and uniqueness of brand associations

making up the brand image in a repositioning effort, we may need to bolster any positive

associations that have faded, neutralize any negative associations that have been created, and

create additional positive associations. As part of improving brand image in a brand

revitalization strategy, marketers often focus on taking actions with one or more of the four

key target market segments which are retaining vulnerable customers, recapturing lost

customers, identifying neglected segments and attracting new customers.

Attracting new customers, is the riskiest option to focus on because if it were to fail

the firm can fail to attract any new customers and even lose their existing ones. In order to

retain vulnerable customers and recapture lost customers, firms may have to simply

reminding consumers of the virtues of a brand they have forgotten about or begun to take for

granted. If recapturing vulnerable or lost customers is not possible, identifying and pursuing

neglected segments is the next-most viable brand revitalization option. The final strategic

targeting option for revitalizing a fading brand is simply to more or less abandoned the

consumer group that supported it in the past to target a completely new market segment.