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Brand Reinforcement and Revitalization

Brand reinforcement involves maintaining brand consistency, protecting sources of brand equity, balancing fortifying and leveraging activities, and fine-tuning marketing programs. Brand revitalization requires recapturing lost sources of equity or establishing new sources by expanding brand awareness and strengthening favorable brand associations through new marketing programs and positioning strategies while preserving existing equity. Both reinforcement and revitalization aim to ensure brands continue providing value by keeping desired brand knowledge structures in consumers' minds.

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2K views2 pages

Brand Reinforcement and Revitalization

Brand reinforcement involves maintaining brand consistency, protecting sources of brand equity, balancing fortifying and leveraging activities, and fine-tuning marketing programs. Brand revitalization requires recapturing lost sources of equity or establishing new sources by expanding brand awareness and strengthening favorable brand associations through new marketing programs and positioning strategies while preserving existing equity. Both reinforcement and revitalization aim to ensure brands continue providing value by keeping desired brand knowledge structures in consumers' minds.

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vikramvsu
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BRAND REINFORECEMENT:

Reinforcing brands depends on the nature of the brand association involved. For brands
whose core associations are primarily product-related attributes and/or functional benefits,
innovation in product design, manufacturing, and merchandising is especially critical to
maintaining or enhancing brand equity. For brands whose core associations are primarily non-
product-related attributes and symbolic or experiential benefits, relevance in user and usage
imagery is especially critical to maintaining or enhancing brand equity. In managing brand
equity, it is important to recognize the trade-offs that exist between those marketing activities
that fortify the brand and reinforce its meaning and those that attempt to leverage or borrow
from its existing brand equity to reap some financial benefit. At some point, failure to fortify the
brand will diminish brand awareness and weaken brand image. Without these sources of brand
equity, the brand itself may not continue to yield as valuable benefits.

According to Keller (2012), Brand Reinforcement involves the following:

1. Maintaining brand consistency — This helps to enhance brand’s positive reputation


with customers and without it, the meaning of the brand would vary across its several
touch points. Brand consistency leads consumers to get familiarized with the brand and
enhance their perception about brand uniqueness, resulting in brand reputation.
2. Protecting sources of brand equity — Though brand should always try to defend the
existing sources of brand equity, they should also look for potentially powerful new
sources of equity. However, there is very little need to deviate from a successful
positioning, unless the current positioning is being affected by some internal or external
factor which is making it less powerful.
3. Fortifying vs. Leveraging — Fortifying refers to enhancing brand equity in terms of
awareness and perception, whereas Leveraging refers to making money from a brand.
Failure to fortify a brand might result in brand decay and there would be no leveraging
from the brand any more. Therefore, there should be a proper balance between
fortifying and leveraging brands.
4. Fine-tuning Supporting Marketing Program — This could be done through
improving product related performance associations and non-product related imagery
associations. This should also be done, only when the current ones are no longer
creating the desired results to maintain and strengthen brand equity.

So, Brand Reinforcement is all about maintaining brand equity; in other words, it is
about making sure that the consumers do have the desired knowledge structures so
that the brands continues having its necessary sources of brand equity. This could be
done by marketing activities that would persistently carry the meaning of the brand, to
the consumers — which could be in form of brand awareness and brand image.
BRAND REVITALIZATION:

Revitalizing a brand requires either that lost sources of brand equity are recaptured or
that new sources of brand equity are identified and established. According to
the customer-based brand equity framework, two general approaches are possible: 1)
Expand the depth and/or breadth of brand awareness by improving brand recall and
recognition of consumers during purchase or consumption settings; and 2) Improve the
strength, favorability and uniqueness of brand associations making up the brand image.
This latter approach may involve programs directed at existing or new brand
associations.

With a fading brand, the depth of brand awareness is often not as much of a problem
as the breadth — consumer tend to think of the brand in very narrow ways. Strategies to
increase usage of and find uses for the brand are necessary. Although changes in brand
awareness are probably the easiest means of creating new sources of brand equity, a
new marketing program often may have to be implemented to improve the strength,
favorability, and uniqueness of brand associations. As part of this re-positioning, new
markets may have to be tapped. The challenge in all of these efforts to modify the brand
image is to not destroy the equity that already exists.

The brand regeneration takes place in that, the marketing schedule is changed and
secondary brand associations are established. This enables to resurface the sources of
brand equity. If brand awareness is also lagging behind the characteristics of the brand
itself, the company should investigate newer ways to communicate the product with the
potential customers and reach out closely to the point of purchase. There are also many
cases where the product is under-performing due to multiple problems with the brand
image. It might be the lack of strength, favorability over other competitors, uniqueness
and brand perceptions. The brand therefore needs to concentrate on the points-of-
differences (POD) in order to remove itself from the clutter, differentiate the brand and
include itself in the consideration set of consumers.

A number of different possible strategies designed to both acquire new customers and
retain existing ones are possible. Different possible strategies are also available to retire
those brands whose sources of brand equity have essentially “dried up” or who had
acquired damaging and difficult-to-change also must be considered. Enhancing brand
equity over time also requires that the branding strategy itself may have to change
somewhat. Adjustments in the branding program may involve brand consolidations
(where two brands are merged), brand deletion (where brands are dropped), and brand
name changes.

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