Professional Documents
Culture Documents
Faculty Name:
Vishal Desai
The brand needs to attract new customers years after years, so that
volumes and revenues can be generated
For example:
• Brand managers need to grow and sustain their brand long term so
that the coming generation adopts the brand with the same alacrity
as the previous generation did
• For example:
• For example:
• One of the challenges for brand managers is to keep the brand young
over a period of time
• Consumers need to feel that the brand belongs to them and is not a
‘brand of yore’
• They should feel excited about using the brand and consider it as
their own rather than as their father’s or grandfather’s brand .
Eg: HMT watches India’s premier M-school
+ REINFORCING BRANDS:
Brand that are successful in a product category invite competition
The intention is that the brand should be able to retain the desirable
brand image or reposition itself as a desirable brand in the minds of
consumers
Such a brand will be relevant and current for the consumers and they
will want to purchase it and be associated with it
• For example:
Exhibitions:
• The obvious areas of sponsorship are sports, arts & culture, music
and
entrainment, education, community festivals and broadcast, etc
• For example:
Visual Merchandising:
Promotions:
For example:
Lays – called for flavor ideas from consumers in their new campaign
‘Give us your delicious flavor’ where the winning flavor was entitled to
bag a prize of Rs 50 lakh and 1 percent sales commission
Merchandise like cups, T-shirts, bags,etc can be given free with the
product
India’s premier M-school
+ BRAND REVITALIZING:
• There are various examples of the brands that were once performing
well but could not maintain the same performance over a period of
time and faded from consumer’s memory.
• For example:
R
+
Refresh your brand to keep in step with the current tastes and
trends.
This gives continuity, ensures relevance, and shows that you are
thinking ahead.
By keeping the vital core intact, you retain the essence of the
mature
brand even as you revitalize it.
a) Re-branding
b) Re-positioning
• For example:
Consistency does not mean that marketers should avoid making any
change in the marketing programs.
Old Spice introduced its men’s range of soaps and shaving lotions in
1938 and is still going strong. With its strong brand
personality(independent, outdoor lifestyle, free spirited, rugged, and
masculine) and its visual image of the sailing ship and their jingle, a
catchy whistle, Old Spice has consistently maintained their brand
communication of helping guys improve their smells with
deodorant, antiperspirant and fragrances.
For example,
• In the case of Nike with one solid brush stroke, viewers of the
swoosh know what it means. Nike, the swoosh has become just
that – a signature. With or without the word Nike underneath it,
the general population will see the swoosh and associate it with
Nike. The aerodynamic nature of the logo has contributed to the
marketing and business success of the brand as it has imbibed a
simple brand symbol with meaning. This makes the brand more
memorable, and use of the brand symbol more effective.
• Market share, even for the best brands in the best of times, will face dips and
competitive pressures.
b) High Aspirations:
•If
the brand is to improve on prior performance, an obvious
implication is that something must be done differently.
Brand identities and their execution can also require some setting in.
For example, people’s reaction to Airtel’s new logo was not very
positive.
• But they and the “forces” that drove their short-lived success have
faded.
•The alternatives are not necessarily better, and may not increase
market share and profitability figures.
• Many managers are likely to see more repetition of their brand’s advertising
than any target group.
• In fact, by the time a consumer first sees a new campaign; those who work
with the brand have probably seen it a hundred of times.