Managing Brands Over Time

Reinforcing Brands

Use marketing actions that consistently convey the meaning of the brand to consumers in terms of awareness and image

Fortify the brand by raising awareness and building favorable associations - sponsorships, product placements

Brand Concept Management

Functional benefits - solve consumer related problems

Symbolic benefits - needs for social approval or personal expression; “badge brands”

Experiential benefits - sensory pleasure, variety

Brand Concept Management: Functional Concept

Intro ElaborationFortification

Clorox Prob/solve Pre-wash stain

Bleach strategy remover

Usage New scents

________extension (cotton to synthetics)

Vaseline prob/solve Lotion

Jelly Extensions Baby wipes

Symbolic & Experiential Concepts

Brand ElaborationFortification

symbolic

Godiva Gold box Customizing

Apple Controlled dist Retail stores

experiential

Lego Accessories Furniture

Aveda Aromatherapy Make-up

Revitalizing Brands

Recapturing lost sources of equity Returning to values of original brand Repositioning Expanding awareness and image

Comeback Stories

RCA - went from obsolete TV image to Satellite System with DirecTV; new campaign with “Chipper” dog logo

Hush Puppies - suede shoes image changed with new designs, ad campaign and Forrest Gump placement

Adidas - After losing to Nike and Reebok, targeted young urbans, Rappers and Kobe to make 3 stripes cool again

Expanding the Breadth of Brand Awareness

Finding new uses for the brand with TOM awareness (Cheeze Whiz recipes, Folgers coffee singles)

Reminding consumers to replace products with short lifespan (Oral-B)

Providing innovative package design (MentaDent)

Improving Brand Image

Repositioning with points of difference or points of parity

Changing brand elements (KFC) Entering new markets (Frosted Flakes) Targeting new segments (Brylcreen

Power Gel)

Adjustments to Brand Portfolio

• Migration strategies (Dockers) Acquire new customers (VW) New distribution outlets (Kmart; Internet

sales) Line extension or sub brands (TJs) IMC campaigns for each segment

(Dewars Profiles) Retiring obsolete brands/products

Maintaining Equity at the Movies

How can Disney maintain brand equity for the film Bambi over the years?

How does Disney expand brand equity through film production?

Are there any sub-brands that Disney should consider retiring?

Managing Nivea’s Brand Portfolio

What is the US image of Nivea? How did Nivea create a POD through

associations of ‘mildness and gentleness” to the brand as a whole? To sub-brands?

What role did the Blue Harmony ad campaign play in positioning the brand?

What should be the next step for Nivea?