MKTG3512

Brand Management
2nd Semester, 2019-2020

Week 11, 2020

 Chapter 14

Managing Brands Over Time

MKTG3512
Brand Management
Maintaining Brand Consistency

Market
Consistency
Leaders and
and Change
Failures
Change
Managing Brands Over Time

Brand
reinforcement

Brand
revitalization

Adjustment of
brand portfolio
 Brand
reinforcement

Reinforcing Brands Brand

revitalization

Adjustment of
brand portfolio

Protecting
Sources of
Brand
Maintaining Equity
Brand
Consistency

Fortifying Vs
Leveraging Fine-Tuning the Supporting
Marketing Program
 Brand
reinforcement

Reinforcing Brands Brand

revitalization
Fortifying Vs Adjustment of
Leveraging brand portfolio

Fine-Tuning the
Supporting
Marketing
Program
 Brand
reinforcement

Brand Reinforcement Strategies Brand

revitalization

Adjustment of
brand portfolio
Innovation

Relevance
 Brand
reinforcement

Revitalizing Brands Brand

revitalization

Adjustment of
brand portfolio

Vs
Insufficient Fundamentally
consumers are fails to live up to
attracted to a its consumer
brand promise
 Brand
reinforcement

Brand Revitalization Strategies

Brand
revitalization

Adjustment of
brand portfolio
 Brand
reinforcement

Revitalizing Brands Brand

revitalization

Adjustment of
brand portfolio

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.
 Brand
reinforcement

Brand
Revitalizing Brands revitalization

Adjustment of
brand portfolio

complete

brand knowledge accurate

structures ?
breadth and depth of
brand awareness.
 Brand
reinforcement

Revitalizing Brands Brand

revitalization

Adjustment of
brand portfolio
• Strategic options on how best to refresh old sources of brand equity or
create new ones to achieve the intended positioning:

Expand the depth or

Recall Depth breadth of brand awareness,
Who r U?
or both, by improving
consumer recall.

Uniqueness
Strength

Favorability
Breadth Recall

Improve the strength, favorability, and

uniqueness of the brand associations
making up the brand image.
 Brand
reinforcement

Brand
Revitalizing Brands revitalization

Adjustment of
brand portfolio

Expanding
Brand
Awareness

Improving
Brand Image
 Brand
reinforcement

Brand
Revitalizing Brands revitalization

Adjustment of
Expanding brand portfolio
Brand
Identifying New Awareness
and Completely
Different Ways to
Use the Brand
 Brand
reinforcement

Brand
Expanding Brand Awareness revitalization

Adjustment of
brand portfolio

Identifying new and completely different

ways to use the brand
• New usage applications may require more
than just new ad campaigns or
merchandising approaches.
 Brand
reinforcement

Brand

Expanding Brand Awareness revitalization

Adjustment of
brand portfolio

Identifying Additional or New

Usage Opportunities

Identifying New and Completely

Different Ways to Use the Brand
 Brand
reinforcement

Brand
Revitalizing Brands revitalization

Improving Adjustment of
brand portfolio
Brand
Identifying the
Image
Target Market

Protecting
Sources of
Brand
Equity
 Brand
reinforcement

Brand

Improving Brand Image revitalization

Adjustment of
brand portfolio

Identifying the target market

• Key target market segments:
• Retaining vulnerable customers.
• Recapturing lost customers.
• Identifying neglected segments.
• Attracting new customers.

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

customers are lost in the short run before targeting new ones.
 Brand
reinforcement

Improving Brand Image

Brand
revitalization

Adjustment of
brand portfolio

Identifying the target market

• 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.
 Brand
reinforcement

Brand

Revitalizing Brands
revitalization

Adjustment of
Improving brand portfolio

Brand
Repositioning Image
the Brand
 Brand
reinforcement

Brand
Improving Brand Image revitalization

Adjustment of
brand portfolio

Repositioning the brand

• Make established, mature brands 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 new
products new promotions new
advertising packaging
 Brand
reinforcement

Brand
Improving Brand Image revitalization

Adjustment of
Changing brand portfolio

Improving Brand
Brand Elements
Image

Maintaining
Brand
Consistency
 Brand
reinforcement

Brand
Improving Brand Image revitalization

Adjustment of
brand portfolio

Changing brand elements

• One or more brand elements are changed either to
• convey new information, or
• signal that the brand has taken on new meaning
• Brand name is typically the most important brand
element.
• Easier to change other brand elements playing an
important awareness or image function.
 Brand
reinforcement

Brand

Improving Brand Image revitalization

Adjustment of
brand portfolio

Identifying the Target Market

Repositioning the Brand

Changing Brand Elements

 Brand
reinforcement

Brand Revitalization Strategies Brand

revitalization

Adjustment of
brand portfolio

Refresh

Create
 Brand
reinforcement

Brand Revitalization Strategies Brand

revitalization

Adjustment of
brand portfolio
 Brand
reinforcement

Brand

Adjustments to the Brand Portfolio revitalization

Adjustment of
brand portfolio

Acquiring
Migration
New
Strategies
Customers

Retiring
Brands
 Brand
reinforcement

Adjustments to the Brand Portfolio

Brand
revitalization

Adjustment of
brand portfolio

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.
 Brand
reinforcement

Adjustments to the Brand Portfolio

Brand
revitalization

Adjustment of
brand portfolio
 Brand
reinforcement

Adjustments to the Brand Portfolio Brand

revitalization

Adjustment of
brand portfolio
Acquiring new customers
• Attract new customers, especially younger
ones.
• Make brand relevant to vastly different
generations and lifestyles. (Greater challenge
for brand with strong personality.)
• Cut loose from the past to deal with
marketing across generations.
• Inclusive marketing strategies to encompass
both new and old customers.
 Brand
reinforcement

Adjustments to the Brand Portfolio Brand

revitalization

Adjustment of
brand portfolio
1979

1940

1915

2014
 Brand
reinforcement

Adjustments to the Brand Portfolio Brand

revitalization

Adjustment of
brand portfolio

Retiring brands
• Reduce the number of its product types.
(reduces the cost)
• Orphan brand: Once-popular brand with
diminished equity that a parent
company allows to decline by
withdrawing marketing support.
• When beyond repair, take more drastic
measures, such as consolidating into a
stronger brand.
• Discontinuation as permanent solution.
To Sum Up…
• Effective brand management requires
taking a long-term view
• Dictates proactive strategies
designed to maintain and enhance
customer-based brand equity over
time

• 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
To Sum Up…
• The strategy for reinforcing brand
meaning depends on the nature of the
brand association
• In managing brand equity, managers have
to make trade-offs between those
marketing activities that:
• Fortify the brand and reinforce its
meaning,
• Attempt to leverage or borrow from its
existing brand equity to reap some
financial benefit
• Revitalizing a brand requires marketers to
either recapture lost sources of
brand equity or establish new ones