Keeping Brands Live, Contemporary & Relevant

7/27/2019 Keeping Brands Live, Contemporary & Relevant

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By Group 8 :

Niladri Ukil

Kanwal Preet Singh

Siddharth Bhan

Adarsh Gupta

Pankaj Gupta

Soham Pal

KEEPING BRANDS LIVE, CONTEMPORARY &

RELEVANT



HOW ?

• Brand extension

• Brand rejuvenation

• Brand re-launch

• Packaging innovation



WHY ?

To respond to external & Internal issues like :

• To differentiate from competitors

• To shed a negative image

• New brand repositioning

• To incorporate new mission



BRAND EXTENSION

• Line extension eg. Surf, Colgate

• Within the category extension eg. Maggi, Dettol

• Outside the category extension eg. GE, Tata



Category Extension

Line Extension



WHY DO FIRMS OPT FOR BRAND EXTENSION

• Helps new item to acquire instant recognition

• Saves cost

•

Helps leverage strength of existing brands• Builds up the brand into umbrella brand

• Less expensive way of introducing your products



REQUISITES OF SUCCESSFUL BRAND EXTENSION

• Consistency/ similarity/ fit

• Falling within the mother brands area of expertise

• Benefit transfer



RISK/DISADVANTAGES OF BRAND EXTENSION

If not thoughtfully done the following may occur

• Extension may fail

• Parent brand image may get diluted

Still it is preferred by marketers



BRAND REJUVENATION

• To infuse new life into the brand

• Re-formulation to fight competition

• Helps the brand remain in active gaze of its customers



CEASELESS REJUVENATION

• P&G and HUL are frequently giving their products facelifts

• Strong R&D and market research are pre-requisites in such cases

• Brands are given facelifts irrespective of their market share and age

• Strong promotional activities must support rejuvenation

exercises to be effective



BRAND RE-LAUNCH

• When new brands fail to take off we go for re launch to try to

save it.

Steps :

• Incorporate some changes based on analysis of initial

launch

• Re launch with help of new marketing strategy



GENUINE VALUE ADDITION IS RARE

• Rejuvenation and re launch efforts succeed

companies identify weak aspects in their brands

positioning & marketing mix and work towardsrectifying them

• Unfortunately most programs are confined to

giving marginal improvements to the productoffer. They just give facelifts



BRAND PROLIFERATION

• New brand names

• Several brands in same category eg. 25 ice-cream brands under Unilever

• Strategically positioned brands to expand company’s market share

Major drawback

• Risk of cannibalism if not properly positioned

• Increased cost & complexity



BRAND ACQUISITION

• Takeover / buyout other brands to shorten gestation period

• To capture market in other category e.g godrej acquiring good night was a

part of godrej’s long term strategy to become a substantial player in ‘home

clean products’

BRAND PACKAGING

•

Packaging is a marketing tool used to reflect the brand and to sell theproduct inside. This tool used design elements such as color, font,

description and logo to drive consumers to buy the product.



BRANDS NEED NOT DIE OUT

• Coca Cola 100 years old and still young

• Colgate 140 years and going strong

Keeping Brands Live, Contemporary & Relevant

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