Professional Documents
Culture Documents
13.1
Reinforcing Brands
Generally, we reinforce brand equity by
marketing actions that consistently convey the
meaning of the brand to consumers in terms of
brand awareness and brand image.
13.2
Managing Brands over Time
13.3
Consumer response to
past marketing activities
Consumer response to
current marketing activities
Consumer response to
future marketing activities
13.4
Reinforcing Brands
Maintaining brand consistency
Consistent marketing support in amount and nature
Protecting sources of brand equity
Fortifying versus leveraging
Trade-off
13.5
Consistency in
amount and nature
Brand Awareness
of marketing
support
• What products does the brand represent?
Innovation in product
• What benefits does it supply?
design, manufacturing
• What needs does it satisfy?
and merchandising Continuity in brand
Brand meaning; changes in
Reinforcement marketing tactics
Strategies
Brand Image
Relevance in user Protecting sources
•How does the brand make products superior? of brand equity
and usage imagery
•What strong, favorable, and unique brand
associations exist in customers’ minds?
Trading off
marketing
activities to
fortify vs.
leverage brand
equity
13.6
Revitalizing Brands
13.7
Increase quantity
of consumption Identify additional
Expand depth and (how much) opportunities to
Breadth of awareness
use Brand in Same
And usage of brand
Increase frequency basic way
of consumption
Refresh old sources (how often) Identify completely
Brand Of brand equity new and different
Revitalization ways to use
Strategies
Create new sources
Of brand equity
Retain vulnerable
Bolster fading associations customers
Improve strength,
favorability, and Recapture lost
Neutralize negative
uniqueness of brand customers
associations
associations
Identify neglected
Create new associations segments
Attract new
customers
13.8
Strategies to Revitalize Brands
Expanding brand awareness
Breadth challenge
Improving brand image
Repositioningthe brand
Changing brand elements
13.9
Expanding Brand Awareness
Increasing usage
Increasing the level or quantity of consumption
Increasing the frequency of consumption
Channel strategy
Communication strategy
13.12
Entering New Markets
One strategic option for revitalizing a fading
brand is simply to more or less abandon the
consumer group that supported the brand in
the past to target a completely new market
segment.
13.13
Adjustments to Brand Portfolio
Migration strategies
A corporate or family branding strategy in which brands are
ordered in a logical manner could provide the hierarchical
structure in consumers’ minds to facilitate brand migration.
Example: BMW with its 3-, 5-, and 7-series numbering systems