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Prof. ChaitaliMANAGING BRANDS

OVER TIME

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Marketers ability to select a brand meaning in the form of

image and maintaining that image over time.

One of the chal lenges in managing brands is the many

changes that have occurred in the marketing environment in

recent years.

Shifts in consumer behavior, competitive strategies,

government regulations, or other aspects of the marketing

environment can profoundly affect the fortunes of a brand.

MEANING

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Reinforcing Brand

Revitalizing Brand

Consistency Plans

Rebranding

Entering New Markets

KEY ASPECTS OF MANAGING BRANDS

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The advantage of creating a brand with a high level of

awareness and a positive brand image is that many benefits

may accrue to the firm in terms of cost savings and revenue

opportunities.

The more that there is an attempt to realize or capitalize on

brand equity benefits.

Important factors for Reinforcing is based on:

1) Product-related performance

2) Non-product-related imagery associations

I. REINFORCING BRAND

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1) Product Related Performance

For example, after Timex watched brands such as Casio and

Swatch gain significant market share by emphasizing digital

technology and fashion.

2) Non Product Related Imagery Usage:

Example: Soft Drink Ads depicting the adventure.

CONT..D

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Changes in consumer tastes and preferences, the emergence

of new competitors or new technology, or any new

development in the marketing environment can potentially

affect the fortunes of a brand.

Example: Amul, Bata have seen the Revolutionary success in

past years.

Most revitalizable brands suffer from one of three problems:

Low awareness, shifting consumer needs, or heavy

competition.

II. REVITALISING BRANDS

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Encouraging Consumers To Choose A Brand 1. Strengthening Purchase Attitudes 2. Product and Package Modifications

3. Brand Uniqueness & Equity 4. Increase Purchase Salience (Point of Purchase Awareness &

top of the mind) Adjustments To The Brand Portfolio Migration Strategies Brand Extension and Sub-branding Retiring Brands

CONTD

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A host of successful brands have had remarkable his tory of a

consistent identity/execution.

Brand consistency is critical to maintaining the strength and

favorability of brand associations.

Benefits of Consistency 1. Ownership of a Position 2. Ownership of Identity Symbol

3. Cost Efficiencies

III. CONSISTENCY PLANS

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Difficulties faced in Maintaining Consistency over Time.1. Mindset of Managers

Problem Solver/Action Orientation High Aspirations

Owned by Predecessor Identity/Execution.

2. Strategic Misconceptions A New Paradigm Requires a New Identity/Execution

The New Identity/ExecutionisIneffective A Superior Identity/Execution Can Be Found

Customers Are Bored with a Tired or Stodgy Identity/Execution

CONTD

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Rebranding is the process by which a product, service is

developed with one brand, company or product line affiliation

is marketed or distributed with dif ferent identity.

For example Shoppers Stop Logo changed from rounded to

Flat

IV. REBRANDING

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A Brand can enter new markets in two ways:

1. They may enter the existing market with a new brand.

Example: Tata with NANO.

2. They may enter a new market.

For example:Mc-Donalds entering Indian market with products

matching Indian taste.

V. ENTERING NEW MARKETS

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THANK YOU