Managing Brands Over TimeI Putu Septian Adi Prayuda041414153018

SBM Ch. 13

Topic

Reinforcing Brands

Adjustment to the Brand Portfolio

Revitalizing Brands

Preview

• One of the obvious challenges in managing brands is constant change in the marketing environment.

Consumer behavior

Competitive strategies

Government regulations

Technology

Brands Over Time

Long-Term Effects of Marketing Actions on Brand Equity

Reinforcing Brands

Maintaining Brand Consistency• Being consistent does not mean, however, that marketers

should avoid making any changes in the marketing program.

• On the contrary, managing brand equity with consistency may require making numerous tactical shifts and changes in order to maintain the strategic thrust and direction of the brand.

• Prices may move up or down, product features may be added or dropped, ad campaigns may employ different creative strategies and slogans, and different brand extensions may be introduced or withdrawn to create the same desired knowledge structures in consumers’ minds.

Nutri Sari

Protecting Sources of Brand Equity

• Unless some the company makes the strategic positioning of the brand less powerful, there is:

• Little need to deviate from a successful positioning• Brands should always look for potentially

powerful new sources of brand equity• Top priority is to preserve and defend those that

already exist• Key sources of brand equity are of enduring

value

Fortifying versus Leveraging• In managing brand equity, marketers face

tradeoffs between activities that fortify brand equity and those that leverage or capitalize on existing brand equity to reap some financial benefit.

• Marketers can design marketing programs that mainly try to capitalize on or maximize brand awareness and image.

• Without its sources of brand equity, the brand itself may not continue to yield valuable benefits.

Fine-Tuning the Supporting Marketing Program

• Product-related performance associations– If the brand improvement is announced too soon, consumers

may stop buying existing products.– If too late, competitors may already have taken advantage of the

market opportunity with their own introductions.

• Non-product-related imagery associations– Too frequent repositionings can blur the image of a brand and

confuse or perhaps even alienate consumers– Consumers may choose to ignore or simply be unable to

remember the new positioning when strong, but different, brand associations already exist in memory.

Revitalizing Brands• Marketers must decide whether to retain the

same positioning or create a new one.• Sometimes the positioning is still

appropriate, but the marketing program is the source of the problem because it is failing to deliver on it.

• In other cases, however, the old positioning is just no longer viable and reinvention is necessary.

Revitalizing Brands

Strategies to Revitalize Brands

Expanding brand awareness

Improving brand image

Expanding Brand Awareness• Increasing usage

– Increasing the level or quantity of consumption– Increasing the frequency of consumption

• Identifying new or additional usage opportunities– Communicate appropriateness of more frequent use in current

situations– Reminders to use

• Identifying new and completely different ways to use the brand

Improving the Brand Image

• Repositioning the brand– Establish more compelling points of difference – In some cases, a key point of difference may turn

out to be nostalgia and heritage rather than any product-related difference.

– Other times we need to reposition a brand to establish a point of parity on some key image dimension.

• Changing brand elements– Convey new information or signal that the brand has

taken on new meaning

Adjustments to Brand Portfolio• Migration strategies

– The BMS helps consumers understand how various brands in the portfolio can satusfy their needs as they change over time, or as the products and brands themselves change over time.

• Acquiring new customers– All firms face the trade-offs between attracting new customers and

retaining existing ones– Firms must proactively develop strategies to attract new customers,

especially younger ones. – The challenge is greater when the brand has a strong personality or

user image associations that tie it to one particular consumer group.

• Retiring brands

Brand Reinforcement Strategies

Brand Revitalization Strategies