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Managing Brands Over Time

This document discusses managing brands over time and the efforts required to maintain and enhance brand equity in different phases of a brand's lifecycle. It notes that only poorly managed brands have finite lifecycles, while well-managed brands require continuous innovation and management. The key strategies discussed are brand reinforcement to maintain brand equity through consistent marketing, brand revitalization to recapture lost sources of equity and strengthen the brand for changing market dynamics, and leveraging brands through expansion and repositioning. Specific techniques mentioned include consistent market intelligence, maintaining brand consistency, protecting brand equity sources, and refocusing marketing programs.

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Zeeshan Khan
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15 views10 pages

Managing Brands Over Time

This document discusses managing brands over time and the efforts required to maintain and enhance brand equity in different phases of a brand's lifecycle. It notes that only poorly managed brands have finite lifecycles, while well-managed brands require continuous innovation and management. The key strategies discussed are brand reinforcement to maintain brand equity through consistent marketing, brand revitalization to recapture lost sources of equity and strengthen the brand for changing market dynamics, and leveraging brands through expansion and repositioning. Specific techniques mentioned include consistent market intelligence, maintaining brand consistency, protecting brand equity sources, and refocusing marketing programs.

Uploaded by

Zeeshan Khan
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Managing Brands over

Time
Session 1
Unit 6
BM over time
Only poorly managed brand have finite lifecycles
Long term , corporate assets that need continuous
infusion of innovation and managerial effort to remain
relevant under changing market realities
 Efforts required to maintain/enhance Brand Equity
would vary over the phases of the lifecycle
Changing market dynamics need to be constantly
studied through consistent market intelligence so that
firms can preplan long term brand decisions over
revitalisation, resurgence, pruning or discontinuance
Brand Reinforcement
 maintaining brand equity- it is about making sure
that the consumers have the desired knowledge
structures so that the brands continues having its
necessary sources of brand equity
 Achieved through marketing activities that would
persistently carry the meaning of the brand, to the
consumers - Awareness Image, association, identity
positioning and loyalty
 Efforts required to maintain/enhance Brand Equity
would vary over the phases of the lifecycle
Strategies

BM Over Time _ Kevin Keller


Brand Reinforcement involves
Maintaining Brand Consistency
Protecting and Fortifying sources of Brand Equity
Leveraging
 Refocusing supporting marketing programmes
Brand Revitalisation
An exercise in ensuring continued Relevance in user
category and market segment
Lost / fading sources of Brand Equity are recaptured and
strengthened
New bases of strengthening brand equity are created and
implemented
May involve modification and some repositioning
Necessitated on account of
-competitive realities and changed market dynamics
Shifting consumer preferences

Johnson's baby lotion, Milkmaid, Nokia, Bombay Dyeing


Illustrations
Converse

The Lego story


Strategies to revitalise
Expanding Brand Awareness
Identifying additional or frequent usage opportunities
Shampoo, tea time
Identifying new and different ways to use the brand
Amul Mithai mate, Milkmade, Soda
Improving Brand Image
Repositioning the brand – Airtel, Idea
Changing brand elements – Vedshakti,
Entering new markets E.g. – Horlicks launched
“Women’s Horlicks” in India, Horlicks Protien
Dabur an Indian example
Started 1884
Revitalisation effort:Diffused image
•Change of Logo 2003

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