Significance/Need of Brand Extension

• Cost of new launches

• Promotional efficiency
• Consumer benefits
• Feedback effects
• Leveraging Brand equity
• Permit consumer variety
seeking
• Expanding to a wider market
• Cheaper expansion
• Improve brand image
Factors influencing decision for brand
extension
 Rebranding
•Rebranding is the creation of a new name, term ,
symbol, design or a combination of them
Process of Rebranding
•Determine why company should rebrand
•Research the changes company needs to make.
•Decide how much of to be rebrand
•Estimate the costs of rebranding and set team responsibilities
•Revise mission statement
•Change the name of your company
•Update company logo
•Create a marketing plan
•Test before the final roll out
•Roll out New Brand
 Types of Rebranding Strategies
1. Phase In/Phase Out 2. Combined branding
3. Translucent Warning 4. Sudden eradication
5. Retro branding 6. Counter-takeover
Reasons for Rebranding
1. Mergers & acquisitions
2. Repositioning
3. Internationalization
4. Changing markets
5. Bad reputation
6. Conflict with stakeholders
7. New CEO
8. Outdated image
9. Further development of corporate identity
 Relaunching
• Relaunching means reintroducing a product into a specific
market which can be effectively done through
repositioning/rebranding of the product.
Reasons for Relaunching
1. Relevance
2. Competition
3. Globalization
4. Mergers & Acquisitions
5. Innovation
6. Repositioning
7. Rationalization
8. Legal Requirements
9. Outgrowth
 Brand Leveraging
• A brand leveraging strategy uses the power of an
existing brand name to support a company’s entry
into a new, but related, product category.
 4.Brand Equity Management System

• A brand equity management system is a set of

organizational processes designed to improve
the understanding and use of the brand equity
concept within a firm. The following are the
steps of brand equity management system.
• Brand equity charter
• Brand equity report
• Brand equity responsibilities
 Brand Equity measurement

Measuring sources of Brand Equity Measuring Outcomes of Brand Equity

Qualitative Quantitative Comparative Holistic methods

methods (financial value)

•Free association •Awareness

•Projective •Image •Brand based CM •Residual approach
Techniques •Brand responses (different brands same
•Brand Personality •Brand activity) •Valuation approach
•Zaltman Metaphor relationship •Marketing based CM Cost based
( ZMET) (different mkg prgms Income based
•Experiential methods same brand) Price based
•Conjoint analysis consumer based
Among alternatives formula based
Challenges & Opportunities Of BM

Challenges
•Shift from strategy to tactics
•Shift from advertising to promotions
•Online shopping
•Sometimes criticised
•Difficulty in differentiating
•Growth of private labels
•Maturing markets
•Decreasing brand loyalty
•Improved competition
 Opportunities
• Opportunities from technology
•More sophisticated buyers
•Growth of corporate branding
•Attraction of new customers
•Brand extension
•Market leadership
•Gets brand loyalty
•Corporate image & profit ( Brand equity)