This document discusses strategies for managing brands over time, including reinforcing and revitalizing brands. It outlines several approaches to reinforce brands such as maintaining consistency in marketing support and protecting sources of brand equity. To revitalize brands, companies can expand brand awareness through increased usage, refresh or create new sources of brand equity, and improve brand image by repositioning the brand or changing brand elements. Entering new markets and adjusting brand portfolios through migration strategies or acquiring new customers are also discussed as options to revitalize fading brands.
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can build brand equity by enhancing brand awareness, improving brand image, and increasing brand resonance. The document also discusses new approaches to marketing like personalized and experiential marketing that focus on customer experience and getting consumers actively involved with a brand. It emphasizes integrating the brand into supporting marketing programs like product strategy, pricing strategy, and channel strategy to further build brand equity.
This document summarizes key concepts in brand positioning and brand audits. It discusses determining a brand's points of parity and points of difference compared to competitors. An effective brand positioning clearly defines the target market and competitive frame of reference. A brand audit examines both internal and external perceptions of a brand to understand its sources of equity and recommend strategies to maximize long-term value. The audit involves inventorying brand elements, exploring consumer perceptions, and identifying strengths, weaknesses, and opportunities.
This document discusses qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes methods like free association, projective techniques, ZMET (Zaltman Metaphor Elicitation Technique), assessing brand personality and values, experiential research, awareness, image, brand responses, and brand relationships. Comprehensive models for measuring customer-based brand equity are also outlined, including the Brand Dynamics model and Equity Engines model. The overall aim is to understand customers' perceptions, feelings, and relationships with a brand through various research methods.
1) The chapter discusses integrating marketing communications such as advertising, promotions, sponsorships, public relations, and personal selling to build brand equity.
2) An effective marketing communications program evaluates different communication options to determine the optimal mix based on factors like audience reach, cost, contribution to brand equity, and complementarity between options.
3) Guidelines for marketing communications include taking an analytical and curious approach, focusing messages on target markets, reinforcing messages across communications, and taking a long-term view of communication effectiveness.
LEVERAGING SECONDARY BRAND KNOWLEDGE TO BUILD BRAND EQUITYAvinash Singh
This document discusses how brands can leverage secondary brand associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or other co-branded brands. Leveraging these secondary associations can increase brand awareness and transfer positive attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, sponsoring events, and highlighting reviews from third-party sources. The benefits and challenges of each tactic are also reviewed.
This document summarizes guidelines for building, measuring, managing, and strengthening brand equity. It discusses choosing complementary brand elements and marketing activities. Strong brands create formal brand measurement, continually monitor equity sources, and align internal and external brand management to fulfill consumer expectations. Achieving marketing balance through alternate, divide, or finesse approaches will be key for successful 21st century brands.
The document discusses qualitative and quantitative techniques for measuring sources of brand equity and capturing customer mindsets. It describes methods like free association, projective techniques, the Zaltman Metaphor Elicitation Technique (ZMET), and experiential research. Quantitative measures include awareness, image, brand responses, and brand relationships. Comprehensive models of customer-based brand equity are also covered, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV).
This document provides an overview of brands and brand management. It defines what a brand is, distinguishes brands from products, and explains the five levels of meaning for a product. It discusses why brands are important for both consumers and firms in reducing risk, simplifying decisions, and acting as a source of competitive advantage and financial returns. The document also outlines the strategic brand management process and introduces concepts like brand positioning, marketing programs, performance measurement, and growing brand equity.
This document discusses criteria for choosing brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how various brand elements like names, logos, slogans and packaging can meet these criteria to increase brand awareness and strengthen brand image. The goal is to select cohesive elements that create a distinctive brand identity.
MEASURING SOURCES OF BRAND EQUITY: CAPURING CUSTOMER MINDSETAvinash Singh
The document discusses various qualitative and quantitative techniques for measuring sources of brand equity by capturing customer mindsets. It describes qualitative techniques like free association, projective techniques, and the Zaltman Metaphor Elicitation Technique (ZMET). Quantitative awareness, image, brand responses, and brand relationships are also covered. Comprehensive models for measuring customer-based brand equity are outlined, including the Brand Dynamics model, Equity Engines, and Young & Rubicam's Brand Asset Valuator (BAV) which uses five pillars to assess brand health.
Brand architecture is the structure of brands within an organizational entity and a brand portfolio is used to encompass all these entities under one umbrella. Under this topic,
The brand value chain outlines how marketing activities like advertising, sponsorships, and publicity create brand value that leads to customer brand awareness and associations. This in turn drives market performance metrics like market share, price premiums, and profitability. For Coca-Cola specifically, their global marketing programs aim to create strong brand attachment and preference so that customers think of Coke whenever they think of soft drinks, leading to their dominant 45.8% market share in India. Their brand value is also reflected in their stock performance and $170.1 billion market capitalization.
Professor Keller is right now conducting various studies that deliver techniques to assemble, measure, and oversee brand value. Textbooks written by him on those subjects course reading on those subjects, Strategic Brand Management, has been embraced at top business schools and leading firms around the globe and has been proclaimed as the "Bible of Branding." Consolidating the most recent industry thinking and improvements, this investigation of brands, brand value, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies. In this slides, you will get the synopsis of brand management. For details, please read the main book.
This document discusses the development of a brand equity measurement and management system. It outlines a brand value chain approach for assessing how marketing investments create brand value at different stages from program implementation to customer mindset to market performance to shareholder value. Multipliers are described that influence how value moves through these stages. The document also provides details on how to design brand tracking studies, develop a brand equity charter and reports, and establish organizational responsibilities to manage brand equity over time.
Brand Amplitude's perspective on measuring brand equity. Includes definition of brand equity, review of brand equity measurement approaches by leading academics and practitioners (Keller, Aaker, Reichfeld, Rust, Gregory, Gerzema, more). Includes examples of brand measures and in-depth examination of share tiering approach to measuring equity.
This document discusses criteria for choosing effective brand elements to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of how brands have used elements like slogans, jingles, packaging, characters, URLs and brand names to increase awareness and positively influence customer perceptions. Choosing the right elements that customers find appealing and can be legally protected helps reinforce a brand's positioning and strengthens its equity over time.
DESIGNING MARKETING PROGRAMS TO BUILD BRAND EQUITYAvinash Singh
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated effectively. The chapter explores new approaches like experiential, one-to-one, and permission marketing that personalize the customer experience. It emphasizes the need to reconcile these new approaches with traditional marketing activities and use models of brand equity to focus marketing programs on building the brand.
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
This document discusses various ways that brands can leverage secondary associations to build brand equity through three main strategies: creating strong favorable associations, reinforcing existing associations, and creating positive responses if existing associations fail. It provides examples of leveraging associations through company affiliations, country of origin, co-branding, celebrity endorsements, sponsored events, and endorsements from third-party sources. The case study examines how the brand Lifebuoy leveraged its association with Bangladeshi cricket star Shakib Al Hasan to promote its "Khelbe Tiger, Jitbe Tiger" campaign during the 2019 World Cup.
Chapter 6 ((integrating marketing communications to build brand equity)Jawad Chaudhry
This document discusses integrated marketing communications (IMC) and how firms can use various communication options like advertising, promotions, sponsorships, public relations, and personal selling in an optimal mix to build brand equity. It emphasizes developing IMC programs that are analytical, curious about customers, single-minded in messaging, integrative across communications, creative, observant of the market, realistic about complexities, and patient with a long-term focus on communication effectiveness and brand building. Evaluation of IMC programs considers factors like audience reach, cost, contribution to brand equity, consistency of messaging, and versatility for different consumer segments.
This chapter discusses developing a brand equity measurement and management system. It introduces the brand value chain as a structured approach to assessing how marketing activities create brand value. It also discusses the importance of brand tracking studies, conducting brand audits, and designing a brand equity management system with components like a brand equity charter, brand equity report, and clearly defined brand equity responsibilities. The overall goal is to provide accurate and actionable brand information to guide strategic marketing decisions.
Deviprasad Goenka Management college of Media Studies
http://www.dgmcms.org.in/
Subject:BRAND BUILDING
Lesson 9: MANAGING BRANDS OVER TIME
Faculty Name: Vishal Desai
This document discusses various strategies for managing brands over time, including reinforcing brands through consistent marketing, managing different types of brand concepts, and revitalizing brands that have lost value. It provides examples of how brands have successfully strengthened or regained equity, expanded their reach, and adjusted their portfolios. The key is understanding consumer benefits and finding new ways to increase awareness while staying true to the original brand values.
This document discusses strategies for brand revitalization when a brand reaches maturity and profits begin to decline. It identifies four main approaches: 1) Increasing usage by reducing doubts about frequent use and providing incentives, 2) Expanding into new markets, 3) Changing the brand image by adding new associations, and 4) Enhancing the brand by adding new value-adding features. It then discusses various branding decisions around sponsorship, naming, positioning, and repositioning strategies. Cobranding is defined as combining brands in an offer to reach new audiences.
The document provides an overview of branding and marketing promotion strategies. It discusses key concepts like brand equity, customer-based brand equity, brand positioning, choosing brand elements, and designing marketing programs to build brand equity. It also covers leveraging secondary brand knowledge, developing brand equity measurement systems, and establishing brand equity management systems. The overall purpose is to explain the strategic brand management process.
Dabur is an Indian FMCG company founded in 1884. It has undertaken brand revitalization and reinforcement efforts over time. This included launching new products and marketing programs to educate customers and revitalize brands. It also worked to reinforce brands through new logo, packaging designs, and ensuring product innovation. Dabur restructured by cutting low-contribution brands, positioning as an herbal specialist, and entering new areas to target youth. It changed its branding strategy from umbrella to focus on power brands like Dabur, Vatika, Anmol, Real and Hajmola. Product line extensions further diversified offerings to different audiences. These strategies helped Dabur renew interest, increase market share, and move
This document discusses strategies for brand revitalization. It was presented by several students to their professor. The document defines brand revitalization as a strategy to recapture lost sources of brand equity and establish new sources. It then analyzes several causes of brand decline such as managerial actions, environmental factors, and competitive actions. The document also discusses whether a brand is worth reviving based on its residual brand equity. Finally, it outlines seven avenues for brand revitalization, including increasing usage, finding new uses, entering new markets, repositioning, augmenting products, obsoleting existing products, and extending the brand. Examples are provided for each strategy.
This document discusses strategies for brand revitalization when a brand reaches maturity and profits decline. It identifies increasing usage, entering new markets, changing brand image, and enhancing the brand as key revitalization measures. Increasing usage involves reducing doubts about frequent use and providing incentives. New markets involve targeting segments not previously reached. Image change adds new associations or repositions associations that have become obsolete. Brand enhancement adds new differentiators like features or availability. The document also discusses branding challenges like deciding between branding vs no branding, manufacturer vs distributor brands, and strategies like line extensions, brand extensions, and co-branding.
Seven Steps for Revitalizing Your BrandR. Jay Olson
If the time has come to re-energize your brand, follow this proven framework to get your CEO and executive team behind you to mobiliize your initiative, and ensure your company's investment drives profitable long-term growth and asset valuation.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer responses to marketing of that brand.
2. There are three key aspects of brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Building strong brand equity requires increasing brand awareness and forging positive associations so that the brand is recognized and recalled by consumers.
The document discusses strategies for measuring brand equity through qualitative and quantitative research techniques. It describes methods like free association, projective techniques, and brand personality assessments that can be used to understand brand associations. It also outlines approaches for measuring awareness, image, brand responses, and brand relationships through surveys. The goal is to capture consumer mindset and understand how branding strategies can build equity at different levels of a brand hierarchy.
Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.
1. Customer-based brand equity refers to the differential effect that brand knowledge has on consumer response to the marketing of that brand.
2. There are three key ingredients to brand equity: differential effect, brand knowledge, and consumer response to marketing.
3. Strong brand equity is created by ensuring brand identification, establishing brand meaning, and eliciting proper consumer responses and loyalty.
The document discusses different strategies for leveraging existing brand equity through extensions, including line extensions, brand extensions, sub-branding, and co-branding.
It provides examples of each type of extension and discusses factors to consider when deciding on an extension strategy, such as whether to use an existing brand or introduce a new brand. Risks of line extensions are also outlined, such as line confusion, weakened brand loyalty, and strained relations with trade partners.
Brand Management 260
Chapter 13
MANAGING BRANDS OVER TIME
“Products have limited life cycles, but brands -- if managed well -- last forever.”
Jean-Marie Dru, Author of “Disruption”
Managing Brands Over Time
Effective brand management requires taking a long-term view of marketing decisions.
Any action that a firm takes as part of its marketing program has the potential to change consumer knowledge about a brand.
These changes in consumer brand knowledge from current marketing activity also will have an indirect effect on the success of future marketing activities.
Today’s Agenda
Reinforcing Brands
Revitalizing Brands
Reinforcing Brands
Reinforcing Brands
Generally, we reinforce brand equity by marketing actions that consistently convey the meaning of the brand to consumers in terms of Brand Awareness and Brand Image.
Consumer response to past marketing activity
Consumer response to future marketing activity
Consumer response to current marketing activity
Brand awareness and brand image
Changed brand awareness and brand image
Questions to the Marketers
The Brand Meaning
Brand Awareness
What products does the brand represent?
What benefits does it supply?
What needs does it satisfy?
Brand Image
How does the brand make products superior?
What strong, favorable & unique brand associations exist in the customers’ minds?
1. Brand Awareness
What products does the brand represent, what benefit does it supply, and what needs does it satisfy?
Kellogg’s Nutri-Grain has expanded from cereals into granola bars and other products, cementing its reputation as “makers of healthy breakfast and snack foods.”
91
2. Brand Image
How does the brand make those products superior?
What strong, favorable, and unique brand associations exist in the minds of consumers?
Through product development, Apple Computer (now Apple Inc.) has transformed from a computers manufacturer to a stylish consumer electronics brand, reinforcing its brand association as “Tools for creative minds”
Market Leaders & Failures
From the perspective of maintaining consumer loyalty, inadequate marketing support is a dangerous strategy when combined with price increases.
Brands such as Budweiser, Coca-Cola, Hershey, and Marlboro have been remarkably consistent in their strategies once they achieved a preeminent market leadership position.
Consistency & Change
Consistent marketing support in amount and nature.
Tactical shifts and changes to maintain the strategic thrust and direction of the brand.
Despite tactical changes, certain key elements of the marketing program are always retained..
Keep certain key creative elements in marketing communication to create Advertising Equity
Retro-branding or retro-advertising have enduring ...
The document discusses guidelines for building, measuring, managing, and strengthening brand equity in the 21st century. It emphasizes the importance of brand elements, marketing programs, formal brand measurement, and aligning internal and external brand management. Strong brands will rise by better understanding consumer needs and creating marketing programs that exceed expectations.
A brand is a set of associations linked to a product, company or division that reside in customers' memories. These associations help customers understand what the brand stands for, why it is relevant, how it differs from other products and competitors. Branding involves differentiating a company's products through a unique identity and creating emotional connections with consumers. Strong brands can command higher prices than generic products and be leveraged to launch related brand extensions. Brand equity is measured through financial value, brand extensions and consumer attitudes toward the brand. Building brand equity involves introducing a quality product, making the brand memorable through repeated usage, and reinforcing a consistent image over time.
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated properly. The document then covers new perspectives in marketing like digitalization and ways marketers are moving away from mass strategies. It proposes using personalized approaches like experiential, one-to-one, and permission marketing to build relationships while still providing control. Finally, it discusses integrating brands into supporting marketing programs like product, pricing, and channel strategies.
This document discusses how marketers can design marketing programs to build brand equity. It explains that marketing activities like product, pricing, and distribution strategies can enhance brand awareness, image, responses, and resonance if integrated properly. The chapter discusses new perspectives in marketing like digitalization and how marketers are moving away from mass strategies. It then covers topics like experiential marketing, one-to-one marketing, permission marketing, and how to integrate these new approaches with traditional activities and the marketing mix to strengthen brands.
This document discusses product and brand management. It defines key concepts like product, branding, product mix, product lines, packaging, and brand positioning. It also discusses brand equity and best practices for brand management, including focusing on customer experience, nurturing brand advocates, and using social media to engage customers. The overall content provides an overview of developing, managing, and strengthening products and their associated brands.
The document discusses integrated marketing communication and promotion strategies. It explains that promotion involves coordinating advertising and other tools like public relations, trade promotions, sales promotions, personal selling, and in-store displays. The objectives of promotion vary depending on the product's life cycle stage. For new products, the objective is often creating awareness and trial, while for mature products it is maintaining sales. Effective promotion strategies depend on the consumer's decision-making stage.
This document discusses strategies for managing brands over time, including reinforcing and revitalizing brands. It emphasizes maintaining brand consistency through consistent marketing support and protecting sources of brand equity. Revitalizing strategies include expanding brand awareness through increased usage opportunities and improving brand image by repositioning, changing brand elements, tapping into existing equity, or creating new equity. Entering new markets is also proposed as a revitalization option. Adjustments like brand migration, acquiring new customers, and retiring brands are reviewed.
This document provides an overview of how to effectively position a brand. It discusses that positioning is creating a perception or image in the consumer's mind to make a brand appear different and better than competitors. Key aspects of positioning include developing a sustainable competitive advantage by managing consumer perceptions through strategic activities rather than tactics. Effective positioning strategies discussed include focusing on benefits, problem-solving, competition, corporate reputation, target users, causing emotions, value, and personality. Combining multiple positioning strategies is most effective. Proper positioning requires understanding target audiences, competitors, and clearly communicating points of difference and reasons to believe the brand's claims.
The document provides an overview of brand equity including:
1. It defines brand equity as the value customers attach to a brand based on perceptions and associations with that brand.
2. Brand equity can be measured both qualitatively through customer perceptions and associations, and quantitatively through financial valuation methods.
3. Increasing brand equity can be done by strengthening brand loyalty through frequent buyer programs or affinity programs, or by raising price if customers perceive value at the higher price point.
The document discusses objectives and steps for effective brand positioning. It identifies five objectives for remarkable brand positioning: be real, behave righteously, remain remarkable, remain relevant, and reward relationships. It also outlines seven steps to effective brand positioning: identify target consumers, define your market, understand consumer needs, see brands through consumers' eyes, think big and improve the product, imply critical benefits, and expose brand benefits to targets. Positioning a brand based on emotions allows companies to charge more by diminishing the role of price in decisions and creates stronger customer connections.
This document discusses introducing and naming new products and brand extensions. It covers leveraging existing brands, different types of brand extensions like line extensions and category extensions, strategies for establishing new categories, advantages and disadvantages of extensions, factors that contribute to successful extensions, and how to evaluate brand extension opportunities. The key points are leveraging brands, different extension strategies, understanding how customers evaluate extensions, and evaluating potential extensions.
This document discusses introducing and evaluating brand extensions. It defines brand extensions as using an established brand name to introduce a new product. Successful extensions create similarities and differences between the extension and parent brand. Marketers must evaluate extensions based on consumer knowledge of the parent brand and the likelihood the extension enhances or harms the parent brand's equity. The key steps are defining consumer brand knowledge, identifying extension candidates, evaluating candidates, designing marketing programs, and assessing the extension's performance and impact on the parent brand.
DESIGNING AND IMPLEMENTING BRANDING STRATEGIESAvinash Singh
This document discusses branding strategies and brand architecture. It defines key concepts like branding strategy, brand-product matrix, brand hierarchy, and brand portfolio. It explains how to design an effective brand portfolio that maximizes market coverage while minimizing brand overlap. The roles of different brands in a portfolio are discussed. Guidelines are provided for developing brand hierarchies and determining the appropriate number of hierarchy levels. The importance of corporate branding and cause marketing for building brand equity is also covered.
This document discusses strategies for managing brands over time, including reinforcement, revitalization, and adjustments to brand portfolios. It outlines approaches to maintain brand consistency, expand awareness through new uses, and improve image by repositioning or changing elements. Key steps include protecting sources of equity, fine-tuning marketing programs, identifying target markets, migration strategies, acquiring new customers, and retiring brands when necessary. The overall aim is to preserve brand meaning and reinforce equity over the long run through consistency while allowing for strategic changes.
This document provides guidelines for revitalizing declining or dead brands. It discusses causes of brand decline such as managerial actions, environmental factors, and competitive actions. The three key elements of brand equity that decline are brand knowledge, the brand's differential effect, and customer responses. Managers must carefully assess if residual brand equity exists to make revival feasible. Successful revivals involve repositioning the brand, investing in it, educating the market, and correcting past mismanagement. Taking a long-term perspective is important, as is focusing on a defined target market.
This document discusses various methods for measuring brand equity and valuing brands, including comparative, holistic, and valuation approaches. Comparative approaches examine consumer responses based on changes in brand identification or marketing programs. Holistic methods attempt to place an overall value on the brand through residual or valuation techniques. Valuation approaches determine the financial value of a brand for purposes like mergers and acquisitions. Specific valuation models are also described, like Interbrand's five-step process involving market segmentation, financial analysis, demand analysis, and discounting forecasted brand earnings.
This document discusses how brands can leverage secondary associations to build brand equity. It defines secondary associations as existing brand associations that are linked to other entities, such as the brand's company, country of origin, distribution channels, or co-branded partners. Leveraging these secondary associations can increase brand awareness and transfer favorable attributes. Specific tactics examined include co-branding, ingredient branding, licensing, celebrity endorsements, event sponsorships, and highlighting reviews from third-party sources. Both advantages and disadvantages are outlined for each tactic.
The document discusses criteria for choosing effective brand elements to build brand equity: memorability, meaningfulness, likability, transferability, adaptability, and protectability. It provides examples of common brand elements like names, URLs, logos, characters, slogans, and packaging that can enhance brand awareness and associations. Choosing cohesive elements that meet the criteria can create a strong brand identity that supports marketing efforts to build customer-based brand equity.
The document summarizes key concepts regarding brand positioning and brand audits from marketing expert Kevin Lane Keller. It defines brand positioning as designing a company's offer and image to occupy a distinct place in customers' minds. An effective positioning determines ideal brand associations versus competitors. A brand audit comprehensively examines a brand's health by assessing sources of equity and recommending programs to maximize long-term value. It involves analyzing both internal brand elements and external consumer perceptions.
This document provides an overview of brands and brand management. It defines a brand as a name, symbol or design that identifies a seller's goods/services and differentiates them from competitors according to the American Marketing Association. Brands are valuable to both consumers and firms. For consumers, brands reduce risk, search costs and act as promises or pacts with producers. For firms, brands are valuable legal properties that can influence consumer behavior and provide sustained revenues. Strong brands create competitive advantages through product performance or other non-product means. The document discusses branding challenges and opportunities in today's marketplace and introduces the concept of brand equity and strategic brand management.
Strategic management involves top management setting long-term goals for the company and developing strategic plans to achieve these goals. It includes three key phases - formulation, implementation, and evaluation. In the formulation phase, strategies are developed by analyzing the company's strengths, weaknesses, opportunities, and threats. The implementation phase involves executing the strategies. In the evaluation phase, the strategies and plans are continuously monitored and updated based on performance and changes in the internal and external environment.
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1. 13.1
CHAPTER 13:CHAPTER 13:
MANAGING BRANDS OVER TIMEMANAGING BRANDS OVER TIME
Kevin Lane KellerKevin Lane Keller
Tuck School of BusinessTuck School of Business
Dartmouth CollegeDartmouth College
2. 13.2
Reinforcing BrandsReinforcing Brands
Generally, we reinforce brand equity byGenerally, we reinforce brand equity by
marketing actions that consistently convey themarketing actions that consistently convey the
meaning of the brand to consumers in terms ofmeaning of the brand to consumers in terms of
brand awareness and brand image.brand awareness and brand image.
3. 13.3
Managing Brands over TimeManaging Brands over Time
Effective brand management requires taking aEffective brand management requires taking a
long-term view of marketing decisionslong-term view of marketing decisions
Any action that a firm takes as part of its marketingAny action that a firm takes as part of its marketing
program has the potential to change consumerprogram has the potential to change consumer
knowledge about the brand.knowledge about the brand.
These changes in consumer brand knowledge fromThese changes in consumer brand knowledge from
current marketing activity also will have an indirectcurrent marketing activity also will have an indirect
effect on the success ofeffect on the success of futurefuture marketing activities.marketing activities.
4. 13.4
Consumer response to
past marketing activities
Consumer response to
future marketing activities
Consumer response to
current marketing activities
Brand awareness and brand image
Changed brand awareness and brand image
5. 13.5
Reinforcing BrandsReinforcing Brands
Maintaining brand consistencyMaintaining brand consistency
Consistent marketing support in amount and natureConsistent marketing support in amount and nature
Protecting sources of brand equityProtecting sources of brand equity
Fortifying versus leveragingFortifying versus leveraging
Trade-offTrade-off
Fine-tuning the supporting marketing programFine-tuning the supporting marketing program
6. 13.6
Innovation in product
design, manufacturing
and merchandising
Relevance in user
and usage imagery
Consistency in
amount and nature
of marketing
support
Continuity in brand
meaning; changes in
marketing tactics
Trading off
marketing
activities to
fortify vs.
leverage brand
equity
Protecting sources
of brand equity
Brand Awareness
•What products does the brand represent?
•What benefits does it supply?
•What needs does it satisfy?
Brand
Reinforcement
Strategies
Brand Image
•How does the brand make products superior?
•What strong, favorable, and unique brand
associations exist in customers’ minds?
7. 13.7
Revitalizing BrandsRevitalizing Brands
Expand the depth and/or breadth of awareness byExpand the depth and/or breadth of awareness by
improving consumer recall and recognition of the brandimproving consumer recall and recognition of the brand
during purchase or consumption settingsduring purchase or consumption settings
Improve the strength, favorability, and uniqueness ofImprove the strength, favorability, and uniqueness of
brand associationsbrand associations——either existing or neweither existing or new——making upmaking up
the brand imagethe brand image
8. 13.8
Brand
Revitalization
Strategies
Refresh old sources
Of brand equity
Create new sources
Of brand equity
Expand depth and
Breadth of awareness
And usage of brand
Increase quantity
of consumption
(how much)
Increase frequency
of consumption
(how often)
Improve strength,
favorability, and
uniqueness of brand
associations
Bolster fading associations
Neutralize negative
associations
Create new associations
Identify additional
opportunities to
use Brand in Same
basic way
Identify completely
new and different
ways to use
Retain vulnerable
customers
Recapture lost
customers
Identify neglected
segments
Attract new
customers
9. 13.9
Strategies to Revitalize BrandsStrategies to Revitalize Brands
Expanding brand awarenessExpanding brand awareness
Breadth challengeBreadth challenge
Improving brand imageImproving brand image
Repositioning the brandRepositioning the brand
Changing brand elementsChanging brand elements
Entering new marketsEntering new markets
10. 13.10
Expanding Brand AwarenessExpanding Brand Awareness
Increasing usageIncreasing usage
Increasing the level or quantity of consumptionIncreasing the level or quantity of consumption
Increasing the frequency of consumptionIncreasing the frequency of consumption
Identifying new or additional usage opportunitiesIdentifying new or additional usage opportunities
Communicate appropriateness of more frequent useCommunicate appropriateness of more frequent use
in current situationsin current situations
Reminders to useReminders to use
Identifying new and completely different ways toIdentifying new and completely different ways to
use the branduse the brand
11. 13.11
Improving the Brand ImageImproving the Brand Image
Repositioning the brandRepositioning the brand
Establish more compelling points of differenceEstablish more compelling points of difference
In some cases, a key point of difference may turnIn some cases, a key point of difference may turn
out to be nostalgia and heritage rather than anyout to be nostalgia and heritage rather than any
product-related difference.product-related difference.
Other times we need to reposition a brand toOther times we need to reposition a brand to
establish a point of parity on some key imageestablish a point of parity on some key image
dimension.dimension.
Changing brand elementsChanging brand elements
Convey new information or signal that the brandConvey new information or signal that the brand
has taken on new meaninghas taken on new meaning
12. 13.12
Improving the Brand ImageImproving the Brand Image
Go “back to basics” and tap into existingGo “back to basics” and tap into existing
sources of brand equity (e.g., Harley-Davidson)sources of brand equity (e.g., Harley-Davidson)
Product strategyProduct strategy
Pricing strategyPricing strategy
Channel strategyChannel strategy
Communication strategyCommunication strategy
Create new sources of brand equity (e.g.,Create new sources of brand equity (e.g.,
Mountain Dew)Mountain Dew)
13. 13.13
Entering New MarketsEntering New Markets
One strategic option for revitalizing a fadingOne strategic option for revitalizing a fading
brand is simply to more or less abandon thebrand is simply to more or less abandon the
consumer group that supported the brand inconsumer group that supported the brand in
the past to target a completely new marketthe past to target a completely new market
segment.segment.
14. 13.14
Adjustments to Brand PortfolioAdjustments to Brand Portfolio
Migration strategiesMigration strategies
A corporate or family branding strategy in which brands areA corporate or family branding strategy in which brands are
ordered in a logical manner could provide the hierarchicalordered in a logical manner could provide the hierarchical
structure in consumers’ minds to facilitate brand migration.structure in consumers’ minds to facilitate brand migration.
Example: BMW with its 3-, 5-, and 7-series numbering systemsExample: BMW with its 3-, 5-, and 7-series numbering systems
Acquiring new customersAcquiring new customers
Tradeoffs in their marketing efforts between attracting newTradeoffs in their marketing efforts between attracting new
customers and retaining existing onescustomers and retaining existing ones
Firms must proactively develop strategies to attract newFirms must proactively develop strategies to attract new
customers, especially younger ones.customers, especially younger ones.
Retiring brandsRetiring brands