CHAPTER 13

Managing Brands
Over Time
 ➢ Understand the important considerations in
Learning brand reinforcement.
Objectives
➢ Describe the range of brand revitalization
options to a company.
➢ Outline the various strategies to improve
brand awareness and brand image.
➢ Define the key steps in managing a brand
crisis

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 “…Effective brand
management requires
proactive strategies
designed to at least
maintain customer-based
brand equity in the face
of all these different
forces…”

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Understanding Any marketing
the Long-Term action a firm takes
Effects of today can change
Marketing consumers’ brand
Actions on awareness or brand
Brand Equity image and have an
indirect effect on the
success of future
marketing activities

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 MAIN CONTENT

REINFORCING REVITALIZING
BRANDS BRANDS

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 ➢ Reinforce brand equity by marketing
REINFORCING actions that consistently convey the
BRANDS meaning of the brand to consumers in
terms of brand awareness and brand image
➢ 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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 ➢ Maintaining brand consistency
REINFORCING ❖ Consistent marketing support in
BRANDS amount and nature
➢ Protecting sources of brand equity
➢ Fortifying versus leveraging
❖ Trade-off
➢ Fine-tuning the supporting marketing
program

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 Brand
Reinforcement
Strategies

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 ➢ Expand the depth and/or breadth of
REVITALIZING awareness by improving consumer recall
BRANDS and recognition of the brand during
purchase or consumption settings
➢ Improve the strength, favorability, and
uniqueness of brand associations—either
existing or new—making up the brand
image

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 Brand
Revitalization
Strategies

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 ➢ Expanding brand awareness
Strategies to ❖ Breadth challenge
Revitalize ➢ Improving brand image
Brands
❖ Repositioning the brand
❖ Changing brand elements
➢ Entering new markets

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 ➢ Increasing usage
❖ Increasing the level or quantity of
Expanding consumption
Brand ❖ Increasing the frequency of
Awareness consumption
➢ Identifying new or additional usage
opportunities
❖ Communicate appropriateness of more
frequent use in current situations
❖ Reminders to use
➢ Identifying new and completely different
ways to use the brand
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 ➢ Repositioning the brand
❖ Establish more compelling points of
Improving difference
the Brand ❖ In some cases, a key point of difference
Image may turn out to be nostalgia and
heritage rather than any product-
related difference.
❖ Other times we need to reposition a
brand to establish a point of parity on
some key image dimension.
➢ Changing brand elements
❖ Convey new information or signal that
the brand has taken on new meaning
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 ➢ Go “back to basics” and tap into existing
sources of brand equity (e.g., Harley-
Improving Davidson)
the Brand ❖ Product strategy
Image ❖ Pricing strategy
❖ Channel strategy
❖ Communication strategy
➢ Create new sources of brand equity (e.g.,
Mountain Dew)

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Entering One strategic option for revitalizing
New a fading brand is simply to more or
Markets less abandon the consumer group
that supported the brand in the past
to target a completely new market
segment.

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 Failure of Nokia – Lessons from Losers
Case Study

Case
Study_Failure of Nokia
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 ➢ Migration strategies
ADJUSTMENTS ❖ A corporate or family branding strategy in
TO THE BRAND which brands are ordered in a logical manner
PORTFOLIO could provide the hierarchical structure in
consumers’ minds to facilitate brand migration.
➢ Acquiring new customers
❖ Tradeoffs in their marketing efforts between
attracting new customers and retaining
existing ones
❖ Firms must proactively develop strategies to
attract new customers, especially younger
ones.
➢ Retiring brands
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 ➢ Chapter 14:
Self-Study ❖ MANAGING BRANDS OVER GEOGRAPHIC
BOUNDARIES AND MARKET SEGMENTS.
➢ Chapter 15:
❖ CLOSING OBSERVATIONS

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THANK FOR YOUR LISTENING

END OF COURSE

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