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Chapter 13 GE

Chapter 13 focuses on managing brands over time, emphasizing the importance of brand reinforcement, revitalization options, and strategies to enhance brand awareness and image. It highlights the need for consistency in marketing efforts to maintain brand equity and the necessity of proactive strategies for long-term brand management. Additionally, it discusses the balance between fortifying a brand and leveraging existing brand equity for financial benefits.

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3 views18 pages

Chapter 13 GE

Chapter 13 focuses on managing brands over time, emphasizing the importance of brand reinforcement, revitalization options, and strategies to enhance brand awareness and image. It highlights the need for consistency in marketing efforts to maintain brand equity and the necessity of proactive strategies for long-term brand management. Additionally, it discusses the balance between fortifying a brand and leveraging existing brand equity for financial benefits.

Uploaded by

phamdanvy2015
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPT, PDF, TXT or read online on Scribd
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CHAPTER:13

MANAGING BRANDS
OVER TIME

Copyright © 2013 Pearson Education


Learning Objectives
 Understand the important considerations
in brand reinforcement
 Describe the range of brand
revitalization options to a company
 Outline the various strategies to improve
brand awareness and brand image
 Define the key steps in managing a
brand crisis

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Figure 13.1 - Understanding the
Long-Term Effects of Marketing
Actions on Brand Equity

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Reinforcing Brands

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Maintaining Brand
Consistency

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Protecting Sources of Brand
Equity
 Unless some the company makes the
strategic positioning of the brand less
powerful, there is:
 Little need to deviate from a successful
positioning
 Brands should always look for potentially
powerful new sources of brand equity
 Top priority is to preserve and defend those that
already exist
 Key sources of brand equity are of enduring
value
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Fortifying versus
Leveraging
 Marketers can design marketing
programs that mainly try to capitalize on
or maximize brand awareness and image
 Without its sources of brand equity, the
brand itself may not continue to yield
valuable benefits

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Fine-Tuning the Supporting Marketing
Program
 Product-related performance
associations
 Non-product-related imagery
associations

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To Sum Up…
 Reinforcing brand equity requires
consistency in the amount and nature of
the supporting marketing program for
the brand
 Product innovation and relevance are
paramount in maintaining continuity and
expanding the meaning of the brand

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Revitalizing Brands

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Expanding Brand
Awareness

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Improving Brand Image

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Adjustments to the Brand
Portfolio

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Figure 13.3 - Brand Reinforcement
Strategies

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Figure 13.4 - Brand Revitalization
Strategies

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To Sum Up…
 Effective brand management requires taking
a long-term view
 Dictates proactive strategies designed to
maintain and enhance customer-based brand
equity over time
 Marketers reinforce brand equity by actions
that consistently convey the meaning of the
brand
 Most important consideration in reinforcing
brands is consistency in the nature and
amount of marketing support
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To Sum Up…
 The strategy for reinforcing brand meaning
depends on the nature of the brand association
 In managing brand equity, managers have to
make trade-offs between those marketing
activities that:
 Fortify the brand and reinforce its meaning,
 Attempt to leverage or borrow from its existing
brand equity to reap some financial benefit
 Revitalizing a brand requires marketers to
either recapture lost sources of brand equity or
establish new ones

Copyright © 2013 Pearson Education


All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2013 Pearson Education

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