CHAPTER:13

MANAGING BRANDS OVER

TIME

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 Understanding the Long-Term Effects of
Marketing Actions on Brand Equity
2

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 Reinforcing Brands
3

Marketing actions that consistently convey the meaning of

the brand to consumers in terms of brand awareness and
brand image.
Questions marketers should consider are as follows:
• What products does the brand represent, what benefits
does it supply, and what needs does it satisfy?
• How does the brand make those products superior?
What strong, favorable, and unique brand associations
exist in the minds of consumers?

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 Reinforcing Brands
4

‘Brands can never stand still, brands must be

constantly moving forward’

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 Reinforcing Brands
5

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 Maintaining Brand Consistency
6

▪Consideration in reinforcing brands is consistency in the nature

and amount of marketing support the brand receives.
▪Brand consistency is critical to maintaining the strength and
favorability of brand associations.
Market Leaders and Failures:
✔Inadequate marketing support is an especially dangerous strategy when
combined with price increases.
Consistency and Change
✔Managing brand equity with consistency requires making numerous
tactical shifts and changes in order to maintain the strategic thrust and
direction of the brand.
✔Whatever the change in Brand Association, Inform customer accordingly.

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 Protecting Sources of Brand Equity
7

◻ Unless some change in either consumer behavior,

competition, or the company makes the strategic
positioning of the brand less powerful, there is:
Little need to deviate from a successful positioning
◻ Brands should always look for potentially powerful new
sources of brand equity
Top priority is to preserve and defend those that already
exist

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 Fortifying versus Leveraging
8

◻ Marketers can design marketing programs that

mainly try to capitalize on or maximize brand
awareness and image
◻ Without its sources of brand equity, the brand itself
may not continue to yield valuable benefits

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 Fine-Tuning the Supporting Marketing Program
9

◻ Product-related performance associations

◻ Non-product-related imagery associations

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 To Sum Up…
10

◻ Reinforcing brand equity requires consistency in the

amount and nature of the supporting marketing
program for the brand
◻ Product innovation and relevance are paramount in
maintaining continuity and expanding the meaning
of the brand

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 Revitalizing Brands
11

•Brands sometimes have to return to their roots to

recapture lost sources of equity.
•Revitalization strategies run along a continuum, with pure
back-to-basics at one end and pure reinvention at the other.
•Market failures, in which insufficient consumers are attracted
to a brand, are typically much less damaging than product
failures, in which the brand fundamentally fails to live up to
its consumer promise.
In market failure a relaunch can sometimes prove successful.
In product failure, the brand fundamentally fails to live up to
its consumer promise.

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 Strategic options for revitalizing Brands
12

•To refresh old sources of brand equity or create new ones to

achieve the intended positioning:
Expand the depth or breadth of brand awareness, or both,
by improving consumer recall.
Improve the strength, favorability, and uniqueness of the
brand associations making up the brand image.

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 Expanding Brand Awareness
13

Identifying additional or new usage opportunities

❑To identify additional or new opportunities for consumers, the
marketing program should include:
•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.

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 Expanding Brand Awareness
14

Identifying additional or new usage opportunities

❑To increase frequency of usage for products of short life spans:
•Tie the act of replacing the product to a certain holiday, event, or
time of year. Ex: Toothbrushes
•Provide consumers with better information about:
When they first used the product or need to replace it.
The current level of product performance.
•Consumers can be convinced of the merits of more regular usage and
overcome any potential hurdles to increased usage, such as by making
product designs and packaging more convenient and easier to use.
Identifying new and completely different ways to use the brand
❑New usage applications may require more than just new ad campaigns or
merchandising approaches.
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 Improving Brand Image
15

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Improving Brand Image
16

Identifying the Target Market: Key target market

segments as part of a brand revitalization
strategy
•Retaining vulnerable customers.
•Recapturing lost customers.
•Identifying neglected segments.
•Attracting new customers.

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 Improving Brand Image
17

•During a decline in sales, it is best to ensure that no more

customers are lost in the short run before targeting new
ones.
•Segmenting on the basis of demographic variables or
other means and identifying neglected segments.
•Abandon the consumer group that supported it in the past
to target a completely new market segment.
•Marketers also introduce programs targeted to different
racial and ethnic groups, age groups, and income groups.

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 Improving Brand Image
18

Repositioning the Brand:

▪Brand sometimes requires to establish more compelling
points-of-difference.
▪Also, reposition a brand to establish a point-of-parity on some
key image dimension.
▪A common problem for marketers of established, mature
brands is to make them more contemporary by creating
relevant usage situations, a more contemporary user profile, or
a more modern brand personality.
▪Updating a brand may require some combination of new
products, new advertising, new promotions, and new
packaging.
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 Improving Brand Image
19

Changing brand elements

❑One or more brand elements are changed either to convey
new information or to signal that the brand has taken on new
meaning because the product or some other aspect of the
marketing program has changed.
•Brand name is typically the most important brand element
and most difficult to change.
❑It is easier to change other brand elements especially if they
play an important awareness or image function.

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 Adjustments to the Brand Portfolio
20

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.

 Adjustments to the Brand Portfolio
21

Migration strategies
•Brand migration strategy: Helps consumers understand
how various brands in the portfolio can satisfy their
needs as they change over time, or as the products and
brands themselves change over time.
•Brands that are ordered in a logical manner provide the
hierarchical structure in consumers’ minds to facilitate
brand migration.

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 Adjustments to the Brand Portfolio
22

Acquiring new customers

•Firms must proactively develop strategies to attract new
customers, especially younger ones.
•The marketing challenge lies in making a brand seem relevant
to vastly different generations and cohort groups or lifestyles.
•Challenge is greater when the brand has a strong
personality.
•Some marketers have attempted to cut loose from the past to
deal with marketing across generations.
•Other brands have attempted to develop more inclusive
marketing strategies to encompass both new and old customers.

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 Adjustments to the Brand Portfolio
23

Retiring brands
First step in retrenching a fading brand is to reduce the number
of its product types.
•This reduces the cost of supporting the brand and allows it
to concentrate on its strength so it can more easily hit profit
targets.

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 Adjustments to the Brand Portfolio
24

Orphan brand: Once-popular brand with diminished equity

that a parent company allows to decline by withdrawing
marketing support.
•When the brand is beyond repair, marketers have to take
more drastic measures, such as consolidating it into a stronger
brand.
•A permanent solution is to discontinue the product altogether.
•Obsoleting existing products:
•Abandon dying brands.
•Decision to retire a brand depends on a number of factors.
•The issue is the existing and latent equity of the brand.

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 Figure 13.3 - Brand Reinforcement Strategies
25

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 Figure 13.4 - Brand Revitalization Strategies
26

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 To Sum Up…
27

◻ Marketers reinforce brand equity by actions that

consistently convey the meaning of the brand
◻ Most important consideration in reinforcing brands is
consistency in the nature and amount of marketing
support
◻ Revitalizing a brand requires marketers to either
recapture lost sources of brand equity or establish
new ones

Copyright © 2013 Pearson Education, Inc. Publishing as Prentice Hall.