Chapter 14: Brands Over Time

Contents

• The importance of managing brands over a period of time• Brand growth challenges – brand reinforcement• Sustaining a brand long term – brand revitalization• Brand turnaround

Introduction

• A brand once launched needs to be carefully managed and nurtured, not only during the initial stages of a brand launch, but over the period of time also.

• If an organization is like a garden, then brands are like plants that have been planted there. Just like plants need constant watering, weeding, and pruning, the brands need to be constantly monitored for changes in the external and internal environment.

• Any weakness or threat needs to be attended to and every strength and opportunity needs to be exploited to the hilt.

• As time passes, the need for managing the brands increases as the consumers’ tastes and preferences are changing and the brand has to satisfy these needs and wants to sustain itself in the market.

Managing Brands over Time

• One of the most important issues facing brand managers is how to revitalize the brand and keep it relevant and current.

• Honest and rigorous dedication is required to build strong brands.

Brand challenges

• Quality aspect• Changing consumer trends• Introducing technologically advanced products• Growing number of private labels or the retailers own

labels• Brands becoming generic• Lack of effective and consistent communication• Keeping the brand young

Reinforcing brandsBrand vision

Brand marketing strategies and tactics

Consumer response to marketing activities

Consumer’s brand attitude and brand knowledge

Brand awareness

New marketing activities

Brands reinforced in the mind of the consumer set

Brand image

Brand revitaliz-

ation

Brand’s current portfolio, strategy, awareness and image

Building the current brand awareness and image

Increasing brand depth and breadth to enhance current

brand’s usage

Reinforce positive brand

attitude by reminding

factors leading to strong brand

equity

Change negative

brand knowledge and attitude

by repositioning

Managing brand architecture

Create new brand associatio

ns Increase

quantity of brand

consumed

Increase frequency of brand

consumed

Extending Brand

Line extension

Category extension

Horizontal extension

Vertical extension

•Upscale•Downscale

•Category related•Image related•Unrelated

Brand Revitalized with a portfolio that is current and relevant for the consumers

Managing current brand portfolio Launch new brands/ Add brands to the portfolio

Rationalizing brand portfolio

Other Rejuvenating strategies

Brand turnaround – Other rejuvenating strategies

• Product innovations• Re-launching the brand• Repositioning the brand• New uses of the brand• Distribution changes• Multiple placements on shelves in shop floor• Effective communciation

Quick Recapitulation • The importance of managing brands over a period of time• Brand growth challenges – brand reinforcement• Sustaining a brand long term – brand revitalization• Brand turnaround

Questions?