Managing Brands Over Time

MANAGING BRANDS OVER TIME
13.1
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.
13.2
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 the
brand.
These changes in consumer brand
knowledge from current marketing activity
also will have an indirect effect on the
success of future marketing activities.
13.3
Consumer response to
past marketing activities
Brand awareness and brand image
current marketing activities
Changed brand awareness and brand image
future marketing activities
13.4
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
13.5
Consistency in
Brand Awareness amount and nature
of marketing
support
What products does the brand represent?
What benefits does it supply? Innovation in product
What needs does it satisfy? design, manufacturing
and merchandising
Brand Continuity in 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
What strong, favorable, and unique brand and usage imagery
associations exist in customers minds?
Trading off
marketing
activities to
fortify vs.
leverage brand
equity
13.6
Revitalizing Brands
Expand the depth and/or breadth of

awareness by improving consumer recall
and recognition of the brand during
purchase or consumption settings
Improve the strength, favorability, and
uniqueness of brand associationseither
existing or newmaking up the brand
image
13.7
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
13.8
Strategies to Revitalize
Brands
Expanding brand awareness
Breadth challenge
Improving brand image
Repositioning the brand
Changing brand elements
Entering new markets
13.9
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
13.10
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
13.11
Improving the Brand Image
Go back to basics and tap into
existing sources of brand equity
(e.g., Harley-Davidson)
Product strategy
Pricing strategy
Channel strategy
Communication strategy
Create new sources of brand equity

(e.g., Mountain Dew)
13.12
Entering New Markets
One strategic option for revitalizing
a fading brand is simply to more
orless abandon the consumer group
that supported the brand in the past
to target a completely new market
segment.
13.13
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
13.14

Managing Brands Over Time

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MANAGING BRANDS OVER TIME

Brand awareness and brand image

Changed brand awareness and brand image

Expand the depth and/or breadth of

Entering new markets

Identifying new or additional usage

Identifying new and completely different

Create new sources of brand equity

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