12. managing brands over time

THARAKA DIASDirector – My Media Network

MBA(USA), BBA(USA), Dip in Mgt, ACIM(UK), FAEA(Dip in AEA-UK),

FinstSMM(UK), CPM(Asia), MSLIM, PM(Sri-Lanka)

One of the most important task of a brand manager is how to revitalize a brand and keep it relevant and current .

Honest and rigorous dedication is required to build strong brands

Brand need to attract new customers year after year

Brand experience, which includes brand promise, brand delivery, communication etc, also needs to be consistence to retain customers.

Tharaka Dias - AOT 2


Brand Vision

Brand marketing strategies and tactics

Consumer response to marketing activities

Consumer brand attitude and brand knowledge

New marketing activities

Brand awareness Brand image

Brand reinforcement in the mind of the consumer set

Quality aspects (TQM) Changing consumer trends – Maggi 2minutes

noodles, Knorr soupy noodles, kottu me Introducing technology and advanced

products Growing number of private labels or the

retailers own labels – Cargills Dhal, kist etc Brand becoming generic – Xerox, Celltel Lack of effective and consistent

communication – Media fragmentation Keeping the brand young – lux







Brand awareness -Dialog Consistence brand image

communications – Disney (joy and happiness)

Protecting value creators for the brand - Jingles of Siddhalepa, mascot of Vodaphone


To revitalize the brand it has to start from STPMarketing mixBrand elementsSo to do so the organization can strategize two levels .


Managing the current brand portfolio

Extended the brand portfolio


Product innovations - e.x Bata innovating to say ahead

Re launching the brand – Nokia lumia Repositioning the brand – Viva, Cream

cracker New use of the brand – Distribution changes – on line, organized

retailers etc Multiple placements on shelves in shop

floor Effective communication


14AOT - www.tharakadias.com