Managing Brands Over Time
Managing Brands Over Time
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