Managing brands over time ppt


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Managing brands over time ppt bec bagalkot mba 2009

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Managing brands over time ppt

  1. 1. Managing Brands Over Time
  2. 2. Reinforcing Brands Use marketing actions that consistently convey the meaning of the brand to consumers in terms of awareness and image Fortify the brand by raising awareness and building favorable associations - sponsorships, product placements
  3. 3. Brand Concept Management Functional benefits - solve consumer related problems Symbolic benefits - needs for social approval or personal expression; “badge brands” Experiential benefits - sensory pleasure, variety
  4. 4. Brand Concept Management: Functional ConceptIntro Elaboration FortificationClorox Prob/solve Pre-wash stainBleach strategy remover Usage New scents________extension (cotton to synthetics)Vaseline prob/solve LotionJelly Extensions Baby wipes
  5. 5. Symbolic & Experiential ConceptsBrand Elaboration Fortification symbolicGodiva Gold box CustomizingApple Controlled dist Retail stores experientialLego Accessories FurnitureAveda Aromatherapy Make-up
  6. 6. Revitalizing Brands Recapturing lost sources of equity Returning to values of original brand Repositioning Expanding awareness and image
  7. 7. Comeback Stories RCA - went from obsolete TV image to Satellite System with DirecTV; new campaign with “Chipper” dog logo Hush Puppies - suede shoes image changed with new designs, ad campaign and Forrest Gump placement Adidas - After losing to Nike and Reebok, targeted young urbans, Rappers and Kobe to make 3 stripes cool again
  8. 8. Expanding the Breadth of Brand Awareness Finding new uses for the brand with TOM awareness (Cheeze Whiz recipes, Folgers coffee singles) Reminding consumers to replace products with short lifespan (Oral-B) Providing innovative package design (MentaDent)
  9. 9. Improving Brand Image Repositioning with points of difference or points of parity Changing brand elements (KFC) Entering new markets (Frosted Flakes) Targeting new segments (Brylcreen Power Gel)
  10. 10. Adjustments to Brand Portfolio• Migration strategies (Dockers) Acquire new customers (VW) New distribution outlets (Kmart; Internet sales) Line extension or sub brands (TJs) IMC campaigns for each segment (Dewars Profiles) Retiring obsolete brands/products
  11. 11. Maintaining Equity at the Movies How can Disney maintain brand equity for the film Bambi over the years? How does Disney expand brand equity through film production? Are there any sub-brands that Disney should consider retiring?
  12. 12. Managing Nivea’s Brand Portfolio What is the US image of Nivea? How did Nivea create a POD through associations of ‘mildness and gentleness” to the brand as a whole? To sub-brands? What role did the Blue Harmony ad campaign play in positioning the brand? What should be the next step for Nivea?