Managing Brands Over Time

1. MANAGING BRANDS OVER TIME

 Old brand – relevance with current target audience?
 ACTIVE brand equity management = constantly refreshing or tweaking brand
 Brand Revitalization strategies

2. BRAND REVITALIZATION
 A brand is revitalized/ updated more gradually to gain contemporary associations while
maintaining familiarity – consistency is key
 Brand logo / symbols can be updated with out changing meaning
 Some part of the brand name can be changed to reflect evolving identity
 Slogans – easier to change

3. BRAND REVITALIZATION STRATEGIES

4. EXPANDING BRAND AWARENESS

Identifying Additional or New Usage Opportunities

 Communications about the appropriateness and advantages of using the brand more
frequently in existing situations or in new situations
  Reminders to consumers to actually use the brand as close as possible in time to those
situations for which it could be used.

5. EXPANDING BRAND AWARENESS

Identifying New and Completely Different Ways to Use the Brand.

6. IMPROVING BRAND IMAGE

 Identifying the Target Market
 Changing Brand Elements
 Repositioning the Brand

7. Repositioning

Repositioning is the task of implementing a major change in the target market’s perception of the
product’s key benefits and features, relative to the offerings of competitive products.

8. Rationale for Repositioning

 Original identity/ execution was poorly conceived
 Original identity / execution is narrow, original target audience is hard to reach, not
profitable in the long run
 Original identity/ execution has lost its edge, its old-fashioned, out of date or simply tired
 Brand in crisis – repositioning

9. Brands in Marketing Crises

 Swiftness
 Sincerity