Post on 28-Jul-2015
THARAKA DIASDirector – My Media Network
MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),
FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)
One of the most important task of a brand manager is how to revitalize a brand and keep it relevant and current .
Honest and rigorous dedication is required to build strong brands
Brand need to attract new customers year after year
Brand experience, which includes brand promise, brand delivery, communication etc, also needs to be consistence to retain customers.
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Brand Vision
Brand marketing strategies and tactics
Consumer response to marketing activities
Consumer brand attitude and brand knowledge
New marketing activities
Brand awareness Brand image
Brand reinforcement in the mind of the consumer set
Quality aspects (TQM) Changing consumer trends – Maggi 2minutes
noodles, Knorr soupy noodles, kottu me Introducing technology and advanced
products Growing number of private labels or the
retailers own labels – Cargills Dhal, kist etc Brand becoming generic – Xerox, Celltel Lack of effective and consistent
communication – Media fragmentation Keeping the brand young – lux
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Brand awareness -Dialog Consistence brand image
communications – Disney (joy and happiness)
Protecting value creators for the brand - Jingles of Siddhalepa, mascot of Vodaphone
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To revitalize the brand it has to start from STPMarketing mixBrand elementsSo to do so the organization can strategize two levels .
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Product innovations - e.x Bata innovating to say ahead
Re launching the brand – Nokia lumia Repositioning the brand – Viva, Cream
cracker New use of the brand – Distribution changes – on line, organized
retailers etc Multiple placements on shelves in shop
floor Effective communication
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