Documentos de Académico
Documentos de Profesional
Documentos de Cultura
13.1
Why?
Many experienced marketing executives and
brand managers feel that brands follow
irrevocable life stages, e.g., they are born,
mature, plateau and eventually begin to decline
and die.
13.2
Solutions
Companies with brands that are in the declining
phase, generally, employ the strategy of best
business practice, i.e., cutting advertising and
marketing investment on these brands and
reallocate the dollars to other growth brands.
Some companies choose to sell-off weak brands
or price discount them to wring-out whatever
value is left.
Or they can revive their diminishing brands,
which is currently a growing trend. 13.3
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.
13.4
Managing Brands over Time
13.5
Consumer response to
past marketing activities
Consumer response to
current marketing activities
Consumer response to
future marketing activities
13.6
Reinforcing Brands
Maintaining brand consistency
Consistent marketing support in amount and nature
Protecting sources of brand equity
Fortifying versus leveraging
Trade-off
Fine-tuning the supporting marketing program
13.7
Consistency in
amount and nature
Brand Awareness
of marketing
support
•What products does the brand represent?
Innovation in product
•What benefits does it supply?
design, manufacturing
•What needs does it satisfy?
and merchandising Continuity in brand
Brand meaning; changes in
Reinforcement marketing tactics
Strategies
Brand Image
Relevance in user Protecting sources
•How does the brand make products superior? of brand equity
and usage imagery
•What strong, favorable, and unique brand
associations exist in customers’ minds?
Trading off
marketing
activities to
fortify vs.
leverage brand
equity
13.8
Revitalizing Brands
13.9
Increase quantity
of consumption Identify additional
Expand depth and (how much) opportunities to
Breadth of awareness
use Brand in Same
And usage of brand
Increase frequency basic way
of consumption
Refresh old sources (how often) Identify completely
Brand Of brand equity new and different
Revitalization ways to use
Strategies
Create new sources
Of brand equity
Retain vulnerable
Bolster fading associations customers
Improve strength,
favorability, and Recapture lost
Neutralize negative
uniqueness of brand customers
associations
associations
Identify neglected
Create new associations segments
Attract new
customers
13.10
Strategies to Revitalize Brands
Expanding brand awareness
Breadth challenge
Improving brand image
Repositioning the brand
Changing brand elements
13.11
Expanding Brand Awareness
Increasing usage
Increasing the level or quantity of consumption
Increasing the frequency of consumption
Channel strategy
Communication strategy
13.15
Adjustments to Brand Portfolio
Migration strategies
A corporate or family branding strategy in which brands are
ordered in a logical manner could provide the hierarchical
structure in consumers’ minds to facilitate brand migration.
Example: BMW with its 3-, 5-, and 7-series numbering systems
Acquiring new customers
Tradeoffs in their marketing efforts between attracting new
customers and retaining existing ones
Firms must proactively develop strategies to attract new
customers, especially younger ones.
Retiring brands
13.16